CASE STUDY | Merz Aesthetics
BACKGROUND
AMWC 2023 | MONACO
Size 90m2
Merz Aesthetics, a pioneer in the field of medical aesthetics with a rich history in injectables, has been a valued client of Barzilai Design for over a decade. Over the years, Merz has successfully established a strong presence in the market, with its products and brand names becoming synonymous with quality and innovation. While their individual product lines have thrived, Merz recognized the need to create a cohesive corporate envelope that effectively represented the strength of the entire company.
CHALLENGE
The primary challenge was to create unified corporate branding for Merz Aesthetics. Although their individual products were highly recognized and successful, the lack of a cohesive corporate identity made it difficult for customers to associate the various product lines with the parent company. It was essential to establish a brand image that would represent the entire organization while maintaining the distinctiveness of each product brand. This task was compounded by their introduction of a vibrant and visually striking new campaign in 2022, further necessitating the need for a corporate design that could harmoniously integrate these colorful brands while exuding an elegant yet accessible feel. Our mission was to create a design that showed Merz Aesthetics corporate strength while staying elegant, and maintaining an accessible booth structure.
SOLUTION
The strategic decision to transition from a white booth to a sleek black design proved instrumental in transforming the overall brand presence at AMWC. The initial challenge of overly bright and colorful images was effectively addressed by enhancing contrast through a sophisticated black backdrop. The cohesive integration of a black floor, walls, and ceiling not only provided a visually striking setting but also reinforced the brand’s commitment to elegance and modernity.
One noteworthy feature was the incorporation of a bridge construction, ensuring accessibility without compromising the booth’s aesthetic appeal. This innovative touch added excitement and a sense of novelty, capturing the attention of event attendees. The infusion of LED-illuminated edges further elevated the booth’s visual impact, creating a captivating and dynamic atmosphere.
The integration of custom-made product packaging mock-ups served as a tangible representation of the brand’s commitment to staying in trend and embracing innovation. These mock-ups, visually impactful and aligned with the overall design scheme, reinforced the brand’s image as forward-thinking and cutting-edge.
Through a meticulous blend of design elements, contrast enhancements, and innovative additions, the redesigned booth not only addressed the initial challenges but also positioned the brand as a trendsetter in the industry. The success of this transformation serves as a testament to the power of strategic design decisions in elevating brand visibility and creating a lasting impression on the target audience. As the brand continues to evolve, this case study stands as a testament to the impact of thoughtful design in redefining the narrative and capturing the essence of a brand.
“Wow, the stand looked great! We received plenty of positive feedback from our stakeholders and doctors about the upscaled booth layout and design.”
Franziska Ernst
Event Marketing Specialist EMEA
Ⓒ BARZILAI