BUILDING LIVING SPACES.
With an eye toward LIGNA 2025, the goal was to develop a campaign encompassing the activities of the product brands SYSTEM TM, KALLESOE, WEINMANN, and HOMAG. In other words: communication focused on solid wood processing, glued laminated timber production, and timber construction. The challenges: different target audiences, a wide range of solutions, and varying levels of brand awareness for HOMAG across different markets.
All under one roof—literally. HOMAG not only dared to welcome all target groups into a single exhibition hall, but also found a common thread that unites all target groups through the brand: the “Building living spaces” communication platform.
BUILDING.
"Building" is the overarching campaign platform. Why? Because a "Building" is the final destination of all products created with HOMAG. And because people use HOMAG to build things—both literally, such as furniture, and figuratively, such as success.
LIVING SPACES.
All of the HOMAG Group’s solutions are geared toward the sustainable design of living spaces. That is why the campaign’s central slogan is: “Building living spaces.”
KEY VISUAL.
The home. The living space. This is where all target groups come together. Windows, doors, walls, glulam beams, furniture—everything at a glance, all under one roof.
MOVING IMAGE.
LIGNA 2025.
One booth. Four product brands. 5,500 square meters. And nearly 5,000 visitors over five days. The trade show was a resounding success—and “Building living spaces” was the unofficial theme of the entire LIGNA.
FOCUS TOPICS.
10 focus topics at LIGNA 2025, each with its own building overline embedded in the campaign – from CNC to timber construction to service.
“With Building living spaces, we not only made a great impression at the trade fair, but also rallied the entire company behind a vision. A tribute to our customers who design sustainable living spaces.”
We inspire people to love brands.
With proven success.
