An idents series to bring key topics to life, showcasing the core themes and values of the business for the GF Piping Convention 2022.
The 200-year-old multinational Swiss-based corporation Georg Fisher has three core divisions: GF Piping Systems, GF Casting Solutions, and GF Machining Solutions. GF Piping Systems is a leading supplier of piping systems for transporting liquids and gases.
GF Piping Systems asked Make Studio to develop and create a set of unique idents around their cross logo for their piping systems convention in Switzerland. These idents were the visual lead of all print and digital content, representing the three key discussion topics and an overarching hero ident and five further themes.
A defined structure
Georg Fischer wanted to showcase that they are thought leaders in innovation, sustainability and partnerships for piping systems. These formed the three main day topics for discussion at the convention, so we looked at producing a visual vehicle to lead this narrative. This then led to us creating nine visuals overall that visually represented other themes around core segments and industries. Overall, it allowed our design and animation teams to explore some creative animations and visual for each of the conversations.
Complete out-of-home advertising
The main convention ident was based around a visual representation of digital ‘waves’, tying in with other top-level GF campaigns. The ‘for life’ topical idents included; rusting and corroding crosses to highlight the key USP’s of plastic piping systems over it’s metal competitors, grass growing on the cross for the sustainability for life conversation, to multiple small cubes building up to the cross to represent the people and partnerships within GF.
This fresh and engaging approach was then rolled out on the entire customer journey of the delegates. Right from when they stepped off the aircraft, through their journey to the hotel, as well as in the event space itself. The media space was bought across a number of ‘out of home’ advertising sites showcasing the idents and engaging with the key audiences prior to the convention itself.
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