IAA – A platform in transition

VDA, IAA 2019


The automotive industry is undergoing a transformation. Smart and electric mobility is changing not only the way we move but also the way we live. Becoming sustainable. This is precisely the change that the trade fair landscape is facing. For the IAA 2019, as one of the leading trade fairs of the automotive industry, the motto is now: Don’t just exhibit, empathize. To create lasting visitor experiences and to convey the innovations of the leading car brands in a contemporary way, the Motor Show will become a platform for mobility.


Mobility means more than just getting from A to B. It means enabling individual paths to the future. As possibilities increase, so does complexity and its many questions. First and foremost: What will tomorrow’s mobility feel like? This shift is why we are not only changing the public perception of the IAA 2019 but also rethinking the entire format. With four new themed areas – the IAA Exhibition, IAA Experience, IAA Conference and IAA Career – we are transforming visitors into participants. From corporate design and visitor experiences to campaigns, we create clarity. The technologies, the solutions, the future, in short: everything’s DA at the IAA 2019.


For the VDA, we were in charge of the reorientation of the IAA 2019 from A to Z. Starting with a strategic foundation for a new vision, including an event concept and a campaign. We also continued to modernize the corporate design, with the streamlined Biotif logo and a fresh visual world. By completely merging the distinguishing feature, the crossbar, with the wordmark, we created a harmonious logo. This combination is representative of the fact that existing exhibition formats also are merging with new ones. A renewal: future-oriented from the ground up, which we translated into a cross-media campaign. The Da campaign. With catchy didactics, it was a Germany-wide, out-of-home campaign, as a film, radio spot, online and print formats.

The new corporate identity The IAA reinvents itself without losing its connection with its own identity. With a streamlined logotype and a clear design language, it’s time for the future.

The campaign The IAA is one of the most comprehensive automobile events in the world. From fascinating new models to cross-industry career opportunities. From inspiring driving experiences to inspiring keynotes. In short: everything’s DA.


Conception, Logo Design, Corporate Identity, Corporate Design, Editorial Design, Illustration, Web Design, Copywriting, Copy Strategy, Digital Branding, On-Air-Graphics, Brand Guidelines, Event Communication, Set Design, Film Production, Direction, Motion Design, Scenography, Graphic Design, Event Design, Experiencedesign, Communication, Storytelling, Architectural Conception, Project Management, Campaign Creation.


Young Targets (Recruitainment), Pilot (Motion Picture), Krüger Brand (Film Production), Dangerous (Media Implementation), Evenson (Consulting), SNG (Social Media Agency), Outdoor Activities (Offroad Parcours), Schneider Promotion (Stand Construction Company)