PANTS (Penn Atlantic Nursery Trade Show), the summer’s largest horticultural trade show held on the East Coast, was looking for a way to increase its attendees and exhibitors. PANTS attendance had been on a steady decline over the past few years and needed help to turn the show around. PANTS decided to move the physical location of the show and looked to holberg design to help renew the visual brand, main message and feel of the show.
We wanted to create a core brand icon that could be inserted into the show’s signage… so a colorful “helping hand” was designed for the logo mark. Since this trade show is not known as a strong selling show, the new messaging stressed the importance of meeting vendors, making new connections, staying in front of current clients and seeing the latest products by attending the largest show on the East Coast.
Attendance was up over 15% (in a year of recession), and exhibitor space was completely sold out for the first time in three years.