Building living spaces.
With an eye on LIGNA 2025, a campaign was to be developed that would encompass the activities of the product brands SYSTEM TM, KALLESOE, WEINMANN, and HOMAG. In other words: communication for solid wood processing, laminated wood production, and timber construction. The challenges: different target groups, a multitude of solutions, and varying levels of awareness of HOMAG in different markets.
All under one roof – literally. HOMAG not only dared to welcome all target groups to one exhibition hall, but also found a common thread that unites all target groups based on the brand: the communication platform Building living spaces.
BUILDING.
Building is the overarching campaign platform. Why? Because a building is the final destination of all products created with HOMAG. And because people build things with HOMAG — literally, e.g., furniture, and abstractly, e.g., success.
LIVING SPACES.
All HOMAG Group solutions are aimed at creating sustainable living spaces. Hence the central campaign slogan: Building living spaces.
KEY VISUAL.
The house. The living space. This is where all target groups come together. Windows, doors, walls, glulam beams, furniture—everything at a glance, everything under one roof.
LIGNA 2025.
One stand. Four product brands. 5,500 square meters. And almost 5,000 visitors in five days. The trade fair was a complete success – and “Building living spaces” was the unofficial motto 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.”
Vice President Global Marketing & Strategic Portfolio Management
We inspire people to love brands.
With proven success.