Svenska Mässan

Switch – The energy of ideas. 
A Communi­cation concept for the trade fair Elfack.

How can we clarify the need for transformation, ignite good forces in the electro-power and energy industry and create an inspiring meeting spot where new ideas and opportunities can take-off. This was the assignment 2028 New World Agency was given by Svenska Mässan Gothia Towers before the launch of Elfack 2019 – Sweden’s biggest trade fair within its field.

Switch – The energy of ideas

Elfack at Svenska Mässan Gothia Towers in Gothenburg is Sweden’s most important meeting space for the electro-power and energy industry. The industry’s representatives gather here to network and make deals, to take part in new technology and innovations, and to get insight and inspiration for new solutions.

A need for renewal

Like many other trade fairs Elfack is an important marketplace where buyers and sellers can get in touch. With energy being one of the main challenges of our time, Svenska Mässan Gothia Towers realised the marketplace needed to be supplemented with additional arenas. Such as the strategic industry conference Power Circle Summit attracting heavyweight decision makers, but also a need for an innovative place for sharing experimental ideas and visions for the future.

Concept and sales support

2028 New World Agency has a close partnership with Svenska Mässan Gothia Towers. We were assigned to conceptualise and name the new future arena and to develop its visual identity, communication and sales support in order to activate and engage the co-creators of the event, i.e. large innovative companies, incubators and innovation clusters, startups and universities which were needed onboard as partners.

Naming and tagline

After a thorough name-finding process we chose the name Switch. Short and concise, easily connected to electric equipment, but furthermore significant and illustrative for the big paradigm shift that the energy-industry and the world stands before. And by adding a positive tagline we achieved something we thought sounded hopeful and inspiring: Switch – The energy of ideas.

Visual identity

Creativity, ideas and a positive approach to the opportunities that the shift will bring, inspired the visual expression of Switch. We wanted to give the future arena of Elfack a clear identity which would allow for easy wayfinding and the creation of displays and interior design for every visitor to feel that they were entering a new, more forward-thinking zone.

2019 was the first year Switch was presented as a part of Elfack. In May 2021 it was scheduled once again, but recently it was decided to move Elfack til 2022.

The need for change and transformation however cannot be postponed. And Switch as a concept is more relevant than ever. We at 2028 New World Agency look forward to continuing the journey with Svenska Mässan Gothia Towers as the electro-industry transforms for the future.

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Marcus Sjölin

Marcus Sjölin
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Ingrid Kraapa
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