Brand impact through Hanseatic design for HanseMerkur at ITB

To mark the start of ITB Berlin, one of the world’s most important platforms for the tourism industry, the HanseMerkur Insurance Group once again made a striking impression at the trade fair. For the 104-square-metre stand, ISINGERMERZ drew on a tried-and-tested design concept whilst further developing it – with a clear focus on brand identity, sustainability and flexible application options.

Hanseatic design as a visual statement
The design of the exhibition stand was deliberately inspired by the Hamburg-based insurer’s roots. Motifs typical of the Hanseatic city defined the look and feel: stylised bridges, harbour cranes and ships created a visual link to the brand’s maritime heritage. This not only resulted in a clearly recognisable design, but also brought HanseMerkur’s brand identity to life in a tangible way.

A tried-and-tested concept – further developed for greater flexibility
This year’s stand built on an established exhibition concept that has proven its worth in practice. At the same time, the design was further developed to meet new requirements in stand construction.
A key element of this was the modular stand concept. All structural components are designed to be flexibly adapted to different floor spaces and event formats. This means the stand can be used not only at ITB but also at other events of varying sizes. At the same time, the visual identity remains consistent – a key factor for a strong brand presence.
In addition to design flexibility, the sustainable use of materials was also a key focus. The modular system enables the long-term use of components, thereby creating a resource-efficient foundation for future trade fair appearances.

Brand impact at the heart of the trade fair presentation
The exhibition stand had a clear objective: to enable visitors to experience the HanseMerkur brand first-hand. The combination of a clear design language, recognisable design elements and a well-thought-out spatial structure created the perfect setting for this. With this latest exhibition stand, ISINGERMERZ once again demonstrated how tried-and-tested design concepts can be combined with contemporary requirements: brand design, a sustainable design approach and flexible architecture come together to create an exhibition stand with a clear impact.