Redesigning Expo Nova and a new retail identity

Photo: Damian Heinisch

Photo: Damian Heinisch

Photo: Damian Heinisch

Photo: Damian Heinisch

Photo: Damian Heinisch

 

New identity and revamp have generated annual growth of 20% .

Challenge – stagnation and lack of clarity
After many years as the leading supplier of modern, high-quality furniture and interior design, Expo Nova's own brand was overshadowed by the brands they were selling. Many people had the perception that Expo Nova's products were more expensive than they actually were. The company's visual identity needed to be brought up to date and adapted, which also meant in terms of giving the right message on pricing.

Solution – spotlighting timeless quality
A strategic process was launched aimed at developing an image which projected the right signals and was based on lasting tradition, but also conveyed new values and a new message. A solid brand platform was established aimed at making Expo Nova easy to recognise.  The logo was the only element which was still recognised by the target group. It was therefore retained, but revamped. For the first time, a uniform visual identity was defined down to the last detail, both for stores and all the marketing collateral.

Result – integrated elegance
Since the new, uniform visual identity was launched in 2004, the annual growth rate of almost 20% has surpassed the rest of the sector by a clear margin. Even in 2008 when the sector was going through a period of stagnation, Expo Nova's turnover rose by an impressive 12%. According to the customer satisfaction ratings, the responses have been "very satisfied" and "extremely satisfied". Thanks to the investment Expo Nova made in design, it has consolidated its position as market leader, while creating a more suitable overall impression with an obvious appeal.

Category: Design management – branding – sales and communication

Company: Expo Nova

Design: Mission Design

Award / year: Design Effect Award - 2009

Category: Recipients