Eyes on IWA
Concept and implementation of the new IWA OutdoorClassics brand identity
IWA OutdoorClassics is the world’s leading trade fair for the hunting and shooting sports industry. While NürnbergMesse developed a new brand positioning, we translated it into a creative design concept – one that appeals to all target audiences and works for all event formats.
From brand essence to design: right on target
The IWA OutdoorClassics audience is diverse, from hunting and shooting to action sports. The new brand essence focuses on the one thing they all have in common: the perfect shooting experience.
This concept, paired with the ”Eyes on Target“ claim, serves as the foundation for the new visual identity. The design is bold, flexible, and eye-catching, playing with the idea of focus and looking through a sight. A circular design element takes center stage: it visually represents the brand essence and claim while also putting products in the spotlight.
Three formats, one spotlight
The three special event formats IWA XPERIENCE, IWA VISION, and IWA EXPERTS bring the full spectrum of hunting and shooting sports to life – from live product tests and expert lectures to a dedicated job center and discrete networking areas.
The visual identity of these special formats builds on the main design. The initial letters of each format take center stage, ensuring maximum visibility and clear orientation at the trade fair through distinct color coding.
Style? Locked in.
A custom-developed style guide consolidates all information on the new brand identity in one place. From brand positioning and core values to detailed guidelines for consistent implementation across all relevant channels.
Communication: comprehensive and targeted
Digital and print
A new design needs one thing above all: to be communicated. Digitally, with updated texts and images on the webpage, a variety of social media assets, and a PPT master as a sales tool for easy customization. In classic media, master ads and exhibitor communication measures ensure a strong and impactful presence.
On location
At the main entrances (Mitte and Ost), the new design welcomes exhibitors and visitors with a clear, impactful look. Throughout the trade fair, beach flags mark the IWA formats XPERIENCE, VISION, and EXPERTS along with their dedicated areas – the BLADE Demo Area featuring the IWA Knife Award, the AIRSOFT Shooting Range, and the SHOOTING EXPERTS’ Stage, as well as the Newcomer Area, the Job Center with the TALENT Program, and the IWA EXPERTS Circle.
Smart Navigation: The Digital Guide
The trade fair guide goes digital. Posters, notices on the MyLocation screens, an ad in the printed trade fair guide, and stickers at key touchpoints ensure it gets noticed.
Merchandise
Embroidered jackets and lanyards bring the new brand identity to life across the entire IWA OutdoorClassics – all the way to the rebooking stand, where exhibitors securing their booth for 2026 are thanked with branded hazelnut schnapps or chocolate.
Smart Navigation: The Digital Guide
The trade fair guide goes digital. Posters, notices on the MyLocation screens, an ad in the printed trade fair guide, and stickers at key touchpoints ensure it gets noticed.
Merchandise
Embroidered jackets and lanyards bring the new brand identity to life across the entire IWA OutdoorClassics – all the way to the rebooking stand, where exhibitors securing their booth for 2026 are thanked with branded hazelnut schnapps or chocolate.