Wuppermann AG
From the key visual to a cross-format trade fair concept
The request from Wuppermann AG for a flexible and reusable trade fair stand was the starting point for us to develop a holistic concept as part of our consultancy approach—one that goes beyond stand construction and conveys brand values.
The foundation was the key visual, which we developed as part of the company’s lead campaign “Steel and Environment” on the topics of sustainability and corrosion protection. The characteristic blue and green clamp, previously a two-dimensional design element in print and digital media, was transformed into a three-dimensional element for the trade fair concept, with the aim of not only displaying core messages but making them spatially tangible.
We do not view trade fairs as isolated events, but as part of a comprehensive and consistent corporate communication strategy across multiple trade fair appearances.
What we did
Janet Dunkel
Corporate Communications and Marketing Officer
Wuppermann AG
From the key visual to the finished trade fair appearance, the concept by C&G has once again convinced us. The team around Managing Director Jörg Schroer approaches trade fairs holistically, as an integral part of our communications strategy. The stand construction concept ensures efficient and consistent brand recognition across multiple trade fairs, while still allowing for adaptations to current developments, such as in 2026 with the opening of our new tube plant. Since 2023, we have been designing our trade fair appearances together with C&G and look forward to many more to come.
The client
Wuppermann AG
The Wuppermann Group is a medium-sized family-owned company headquartered in Leverkusen, Germany, which has been active in steel processing since 1872. Its product portfolio includes surface-finished flat steel products, steel tubes, and tube components for mechanical engineering as well as various other industries such as the solar sector and road construction.
The Leverkusen-based company operates five production sites with more than 800 employees, produces around one million tonnes of hot-dip galvanized strip steel annually, and focuses on high product quality, energy efficiency, and sustainability.
Die Challenge
Translating the brand core into recognisable trade fair communication
The central task in communication is to convey complex content in a clear and understandable way while also creating an emotional connection. A trade fair stand should provide orientation, make the brand visible, and position it clearly within the competitive environment. Especially in technical industries, it is essential to communicate highly complex, explanatory content with precision, without losing sight of the human factor. Because at trade fairs in particular, personal contact is key.
For Wuppermann, the challenge was to clearly define the brand core and brand promise. High corrosion protection combined with low CO₂ emissions, a strong commitment to quality, and a consistent focus on sustainability needed to be communicated clearly and distinctly from competitors. At the same time, the concept had to remain recognisable across different trade fair formats and be flexibly adaptable to varying stand sizes—without losing its impact.
The concept
Das Key Visual sichtbar und räumlich erlebbar machen
We therefore do not start with the floor plan, but with fundamental questions: What goals are to be achieved? Which competitors are present? What contribution should the trade fair presence make to Wuppermann’s corporate and brand strategy?
The central element of the concept was the key visual of the “clamp”, originally developed for the company’s campaign on sustainability and corrosion protection. For the trade fair implementation, the key visual was transformed into a walk-in 3D stand architecture. Integrated touch displays with product videos make the clamp not only visible, but also experientially tangible as a spatial element within the stand, while simultaneously providing a clearly defined space for conversations and interaction. Precise, scale-accurate visualizations made the spatial realization transparent and understandable for the client. The overall coordination of all activities remained under our responsibility throughout the entire process.
Based on constructive feedback from the initial trade fair appearances, the concept was further developed and refined together with the client. Lines of sight, visitor flow, and placements were specifically adjusted, allowing the presentation to gain impact step by step. The evolved concept was used at several trade fairs over the course of two years.
The result
Flexible trade fair concept with a consistent brand presence
This creates a consistent and clearly recognisable presence across multiple trade fairs. Wuppermann is positioned as a specialist for high-quality corrosion protection and sustainable steel finishing. The modular concept proves to be economically efficient, as it can be reused across different events, selectively further developed, and flexibly adapted to the specific conditions on site. Values such as precision, stability, and reliability are thus made spatially tangible in every stand configuration.