Sigur
From Communication Strategy to Exhibition Design
Client
Sigur
Year(s)
2025
For Sigur, a manufacturer of access management solutions, the goal was to make a complex product and service offering easier to navigate at trade fairs. Building on years of collaboration with the brand, we explored new approaches to communication and stand design, considering different customer groups, their needs, and the ways they interact with Sigur.
The Challenge
Sigur serves a wide range of clients, from smaller businesses looking for straightforward access solutions to large enterprises managing complex security systems and partners seeking new business opportunities. The challenge was to communicate what Sigur could offer each group within a single exhibition space, without overwhelming visitors or losing the brand's recognizable identity.
We began with a series of strategic workshops to better understand Sigur's customers and its evolving offering.
Together, we defined three core customer segments:
— Standard for smaller businesses,
— Pro for enterprise clients, and
— Partner for equipment providers and integrators.
For each segment, we identified customer needs and expectations, relevant products and services, and most importantly — what is the core value Sigur can offer.
These findings shaped the communication strategy. We organized the offering into three dedicated communication zones, each addressing a specific customer group through relevant messages, products, and services.
We also defined how information should be presented, starting with customer benefits and progressing toward more detailed explanations, technical information, and product demonstrations.
One of the key decisions was to shift the emphasis from individual products to service packages and integrated solutions. Rather than presenting access management devices in isolation, we showed how they fit into the broader services Sigur provides.
For more complex offerings, we organized the communication around the customer's journey, from initial planning and implementation to everyday operation and ongoing support.
Our Approach
The exhibition stand had to support several types of visitors and interactions. We considered how people move through the space, where we should demonstrate products and services, and how to accommodate informal discussions, seated meetings, and conversations requiring more privacy.
Having worked with Sigur for years, we wanted the new concept to remain recognizable. We retained the brand's minimal visual language and used its distinctive orange accents selectively to draw attention to key messages and help visitors navigate the information. For partners and integrators, we introduced a dedicated zone with a contrasting dark visual identity, distinguishing it from Sigur's main B2B offering.
The communication hierarchy also informed the physical arrangement of information. At the top were Sigur's overarching brand promise and value proposition, followed by messages for individual customer segments and their services and solutions. Detailed product information appeared at floor level, closer to the products themselves.
The Outcomes
Rather than developing a stand for one particular event, we designed a modular exhibition concept that could be adapted to different stand sizes, floorplans, and exhibition requirements. The arrangement could change while keeping the customer segmentation, information hierarchy, and visual identity consistent.
We developed concrete stand proposals for different spatial configurations, showing how the concept could be applied in practice.
To support its future use, we also delivered comprehensive Sigur Communication Guidelines. These documented the communication structure and established principles for organizing messages and content, both for exhibition stands and other brand communication materials.
The project gave Sigur a way to present its offering according to the needs of different customers, rather than relying on a product-by-product presentation. With the communication strategy, spatial concept, and guidelines in place, Sigur can now adapt its exhibition presence to different environments while maintaining a consistent approach to how its products, services, and value propositions are communicated.
