Agfa
To communicate a technology, you first have to understand it.
Agfa is a worldwide supplier to the printing industry: printers, inks, software and integrated system solutions. We created the campaign with which Agfa Graphics, the company’s printing division, presented its innovations at the sector’s international trade fairs. We worked for ten years alongside the company’s global art director, across all of the brand’s visuals.
A print trade fair is a technical audience. It compares specifications, asks about throughput and is not won over by a good-looking image. Before communicating Agfa’s innovations in the digital printing markets, we had to understand what each one actually did differently.
The work started inside the technology rather than on top of it: understanding each launch, what it solved and for whom, before deciding how to show it.
The campaign was built to travel. The same visuals had to hold the brand across six fairs, in six countries, in front of technical audiences with different expectations, without losing their unity.
Ten years of continuity with the same client and the same counterpart, in a sector where the communication tends to change with every product launch. The campaign travelled to FESPA (Amsterdam), Printing United (Orlando), VISCOM (Milan), Sign Print & Promotion (Skjetten), Identity Week (London) and Sign2Com (Kortrijk).
