Introduction
Lighting the Way
As the creative lead agency, we were responsible for the overarching concept in terms of content and staging for Signify’s B2B Roadshow. As part of this multi-year initiative, Signify set out to (temporarily) move away from large-scale trade fairs and engage more directly with its professional audiences.
We supported this strategic shift with a modular, flexible concept designed for real-world relevance — and we’re proud to accompany the brand from start to finish.
Reaching People Where They Are
Signify wanted to position itself as more accessible, customer-focused, and aligned with the needs and identity of its professional user groups. A key challenge was to increase visibility for the Signify umbrella brand as the successor to Philips Lighting and to communicate its role as a holistic B2B solution provider.
The setup needed to unify multiple sub-brands and target groups under one clear message, function across varying venue sizes without compromising design impact, and support a shift away from traditional trade fairs toward a more adaptable, sustainable, and customer-centric roadshow format.
From Message to Experience
To bring our client’s vision to life, we created a scalable modular system made from recyclable materials, adaptable to spaces ranging from 9 to over 150 sqm.
Each roadshow stop features themed product boxes covering Industry, Office, Outdoor, Installers, and Planners. Inside each: hands-on exhibits, product solutions, regulatory info, interactive tools, and digital content for a fully rounded experience.
At the heart of the concept are Signify’s unique and involved brand ambassadors: professionals from the field who accompany the roadshow as connectors, experts, and storytellers, giving the brand a face, and the audience a relatable voice.
