The secrets to promoting multiple brands on a single exhibition stand

While exhibition stands are most commonly used to promote just one business or brand, now and again, a single exhibition stand is used to promote multiple brands at the same time.

There are many reasons why this might be the case. Sometimes, it’s that there’s a retailer that provides a range of products and services, each with its own branding. Other times, you have sister companies, which are linked by ownership but operate independently of one another.

Displaying multiple brands on a single stand requires more thought than a typical display, as without a strategy, they can feel chaotic. But with some thought and care, it can be a cost-effective solution for businesses. Let’s get into the details.

Many companies come to us, unsure of how to effectively showcase a range of brands or product lines on one cohesive display.

When presented with a brief like this, our solutions often depend on the number of product lines.

For some brands, we use the graphics to create clearly defined zones, allocating sections of the stand to a specific product.

For example, our client Depesche has a range of different brands, including TOPModel, Dino World and Miss Melody.

For this client, we used graphic design, custom-cut showcases and joining fascias to create distinctive zones for each brand, all unified under the Depesche branding.

ActiPH Water is a great example of multiple-branded displays on one stand, using colour and the structure to showcase the three separate product lines.

ASCO Foods is another good example, using the stand structure to create flowing, yet separate aisles for each brand.

If you’re working with a larger quantity of products from different brands, a storefront look can appear more cohesive. To achieve this look, we utilise showcases and fascias to create flowing shop aisles.

This strategy is particularly useful for businesses that sell lots of branded products, such as retailers or wholesalers.

For example, for our client SOP International, we created flowing aisles, joined by fascias to display the many different product brands.

We took a similar approach with 3 Aces London, helping them to display their sweet brands.

In recent years, we have seen more companies “sharing” a stand space. This is prevalent among parent companies with multiple brands, unifying the different companies and often saving money.

We approach multiple companies on one stand differently, depending on the space, the desired weightings of the brands and the configuration.

One effective way of promoting two or more brands on a single stand is to split the space in two!

This works very well with island spaces. One side of the stand represents one brand, and the opposite side showcases another, creating two distinct stands from a single stand structure.

This approach allows for two completely unique designs, each with its own messaging, colour scheme and features, subtly unified by the structure.

We used this approach for our clients, Cosco Shipping and Seabridge, making use of the graphic design, layout, and custom-printed floor to create two separate stands from one shared structure.

We employed a walkway between the two stands for a truly unique feel. This made clear the link between the two brands and also allowed for cross-selling or cross-promotion.

Another method is to divide brands across the graphics, using the high-level branding to create a unified look.

For example, our client Certi-fi recently approached us with two separate schemes that they wanted unified under the Certi-fi branding. We came up with the design below, using the floor to further divide the space.

• Showcasing multiple brands on one stand is a more cost-effective way of exhibiting
• There are times when showcasing a full portfolio of brands can have more impact and power than one on its own
• As a retailer, sometimes you need to showcase multiple brands to show what you do!

If you are approaching a show and have multiple brands to showcase, our design consultants can help. Contact our team at design@quadrant2design.com or call +44 (0)1202 723 500 to arrange a free, no-obligation design proposal.