Client
Services
Creative Direction
Brand Strategy
Vision Development
Copywriting
Design Oversight
Together with the IFA leadership team and the creative team at Highsnobiety, I led the complete rebranding of the world's largest consumer electronics show for its 100th anniversary.
Challenge
IFA draws more than 220,000 visitors and 2,000 exhibitors, but its brand still spoke to the audience of a previous era. The task: modernize the identity for a younger, global audience without discarding a 100-year legacy. Tradition and innovation had to end up in the same brand, not in competition.
Approach
I led the rebranding from strategy through execution. That meant defining what IFA stands for now, not just what it has been, and translating that into a new claim, a new visual identity, and a communication strategy that worked across digital and physical touchpoints. The work was done with designers, strategists, and agencies, but the strategic spine stayed in one place.
Result
A new brand with a new claim: "Innovation for All." Rolled out across every channel in time for the anniversary edition, the identity repositioned IFA as a forward-looking global tech platform and was recognized across the industry for the clarity of the shift.
