A world wide exhibition concept for a legendary brand.

ESAB is a world leader in welding and cutting equipment and consumables. With world-renowned equipment and solutions and an impressive heritage, stretching back well over a 100 years, they now offer products and solutions for virtually every process and application there is. 

By developing a global exhibition concept we set out to bring a much needed brand consistency to the company. Having often both large and complex products to show in a stand we had to reduce the visual elements of the concept to the very minimum. Instead trying to highlight the values and identity of the brand through details and the quality of the execution.

”It’s been an absolute pleasure to work with Highway”

Jim Boot
Global Marketing Communication Manager, ESAB

The challenge

ESAB wanted us to create a new design concept and secure brand consistency for all trade fairs around the world, without increasing the budget.

The process

Working closely with ESAB, we developed a global exhibition concept and set up strategically positioned storage hubs to support all markets around the world. By having complete responsibility of both design and implementation, we were able to achieve brand consistency in a cost efficient way.

The result

A fresh new and consistent look across the globe for a world-renowned welding and cutting brand.