Smart Branding, Real Leads, Zero Heartache.
This is the ultimate branding efficiency story.
U-Dump Trailers came to us with a common initiative: Help us make a lasting impression at an upcoming event, the NATDA 2024 Trailer Show.
This included comprehensive pre-show, during-show and post-show strategies, ensuring maximum efficiency at every stage. The overall show vision took shape through a concise visual strategy that guided overall booth design, product demonstrations, sell sheets, social shares, ads, an associated landing page, among other key campaign assets.
But, as we do with every project, we first took a long, hard look at the current brand aesthetic. It was evident that the brand would benefit from an elevated visual identity—a contemporary look and feel that positively supported ROI on all trade show marketing investments.
A Kagency Approach to branding.
Everything we do in both advertising and marketing is rooted in brand—regardless of tactic. While we do often take a rigorous approach to branding (think development of visual and environmental expression, branding guidelines, mission, vision, values through surveys, interviews, research, workshops, etc.), we also launch high-end rebrands with a more portable, efficient approach.
In U-Dump’s case, speed was paramount. So, Kagency took brand learnings and evolved the brand look and feel in just weeks. The speed-to-market was unmatched, and the branding continues to be embellished on an ongoing basis.
This allowed us to elevate the aesthetic for the trade show, while sharing an existing project budget and timeline.
So, how did we do it?
Kagency took a formulaic approach—starting with research and discovery that led into hypothesis and identification of disparities—and streamlined the process.
With a full understanding of the audience, our team created a high-level style board during a collaborative workshop with designers, writers and project managers. The outcome included proposed ideas for all of the following:
- Color palette
- Typography
- Textures and patterns
- Logo ideas
- Tone and style
Drawing on our deep branding expertise and our ability to connect with a specific audience both visually and creatively, we built a brand that resonated with everyone, earning praise for its beauty and power. By leveraging resources from an existing initiative to create elevated branding, the U-Dump team continues to see returns on their project budget—long after the show.
What we did: the U-Dump style story.
THE VISUAL DIRECTION IS FEATURED IN A SAMPLING OF OUR STYLE BOARD BELOW.
Bringing the Brand to Life.
Once the new brand was show-ready, Kagency leveraged the elevated look to drive the creative for all marketing elements including: booth graphics, print collateral, geofencing and retargeting ads, organic social posts, magazine editorial feature and related show emails.
MEASURING TRADESHOW SUCCESS.
Thousands saw the ads (68,000+), many visited the booth with interest, and social media efforts before and during the show generated the highest engagement rate (9.5%) that U-Dump had ever experienced. Show emails had an open rate well above the average (45%), and the featured social media reel became the best-performing reel to date.
What’s more—in just weeks, we created a new brand that U-Dump could leverage long after the trade show.
