MDL Expo | The Puzzlers Case Study

Brand Foundation: Business Immersion

Born out of a van and grown into a market leader.
The moment you step foot on MDL's premises you're greeted with high energy and genuine passion for the work. The team takes pride in being among the best, and their projects across the globe show for it. Unlike most competitors, MDL builds the majority of their clients' exhibition booths fully custom and within tight deadlines. That combination of speed, quality and full customization is what defines the company. The brand needed to reflect that same energy.

Activities

Stakeholder Interviews

Discovery Workshop

Employee Interviews

Market Research

Buyer Persona Mapping

Fast-paced custom builds of the highest quality. That's what we're known for. That's what we love. And it's only possible if your team is like family. Not just on paper but really standing up for each other.

MDL Expo Employee since 2005

Brand Foundation: Mindset Method®

If the deadline is ambitious, the logistics require precision and the quality bar is non-negotiable, you need people who operate outside of the norm. A bit crazy, yet experts in their field.

Brand Foundation: Brand Positioning

Dominate your niche.
When everyone claims to be the best you need to own a space where you can prove it. For MDL that space is fully custom exhibition builds. In this field they operate in a league of their own. To reflect that, their positioning and strategy needed to live outside of the norm too. Something that can't be copied.

Brand Identity

Custom by heart. Professional by design.
We enriched MDL's identity with bold illustrations and a striking typography while maintaining their signature red and black. Together, the new identity symbolizes what they stand for and, like their exhibition booths, is something people recognize every time.

Activities

Visual Identity

Verbal Identity

Identity Systems

Stationery Design

Digital Experiences

Brand first. Portfolio second.
Instead of showcasing the portfolio as quickly as possible, we followed a strategy that put the brand first. When working with a market leader the advantage is that they're already known. Our goal was to create a digital experience that felt different from everyone else the moment you load the site. The work speaks for itself once you get there. The brand makes sure you stay.