Wattyl Protective Coatings (PC) is a division of Valspar Paint Australia, specialising in high performance coating systems. Wattyl PC were due to attend Sydney Build in 2016, the leading industry gathering for construction, architecture and design in Sydney and required an aesthetically strong expo stand presence to attract key attendees.
ideapro were commissioned to design a customised new look 3 x 3 metre exhibition stand with a brief to stand out from the crowd of exhibitors. The core themes of High Performance Aesthetics and Long Term Corrosion Protection underpinned the design concept, with imagery required to support those key messages.
High value infrastructure requiring protective coatings such as assets containing structural steel, roads and bridges and large building complexes were promoted. Industrial settings in the mining and oil and gas sectors that are subject to the elements were then highlighted, to portray the corrosion protection aspect.
The hexagonal shape concept used is a brand element led by the Valspar brand. This together with mention of other sub brands Solver and Granosite, further enhanced the depth of the Wattyl PC / Valspar brand association and their relationship to visitors.
Towers branded with the Wattyl identity were utilised, rather than using standard backdrop walls to bring some depth, aesthetic and dynamic appeal to the eye, to further promote the Wattyl identity to their prospective audience at their expo stand.