Insight

The field of construction and urban development is quite conventional. The stereotype says high visibility clothing, intimidating concrete buildings and backlit workers. And that’s what you usually see when you visit the fairs and exhibitions. Since Serneke is all but a conventional construction company, we needed to play on other emotional strings than the standardised ones.

Idea

We made our client answer annoyingly intricate questions about the meaning of life to basically boil down the meaning of Serneke to two words: Sverige växer (Sweden’s growing). This encapsulates what they’re all about: Serneke is building and developing for the next generation and they’re excited about what the future brings in this ever-changing, growing and globalised world.

Impact

The message, blown up big on the walls of the expo booth, together with the popping colours stood out in the homogenous exhibition environment. Serneke reported the feedback from visitors was terrific and, until Covid19 was a fact, the plan was to evolve the idea of Sverige växer for future exhibitions.