Case: ILA Berlin

Uhura developed a new brand and campaign design for ILA and translated it into a high-impact campaign and a fully redesigned digital trade fair experience.

ILA Berlin is one of the world’s oldest and leading international aerospace trade fairs. As a central industry platform, it brings together companies, associations, policymakers, researchers and trade professionals. Its core areas — Aviation, Space, Defence & Support — cover the full spectrum of the aerospace industry. The event is organised by Messe Berlin in cooperation with the German Aerospace Industries Association, BDLI.

  • Brand Design & Identity
  • UX/UI Design
  • Content Creation / Ad Creation
  • Website Development
  • CMS/CRM
  • Paid Media / Social / OOH / Digital

What made it special?

The new identity had to unite the different interests of industry representatives, BDLI and Messe Berlin within one shared visual concept. Inspired by airfield ground markings, we created a precise and highly adaptable design system for the entire campaign and the event’s digital presence.

Challenge

The aerospace industry is undergoing rapid technological and societal change, yet ILA’s previous campaign design no longer adequately reflected this dynamism and innovative strength. At the same time, numerous stakeholders from industry, BDLI and Messe Berlin had to be involved in the development process and aligned around a shared direction. The objective was to create a contemporary brand identity that could bring together a wide range of topics and formats while working consistently across digital and analogue channels. The existing website also needed to be fundamentally improved in terms of design, user experience and conversion performance.

Solution

In an iterative strategy and design process, our team involved the various stakeholders from an early stage and brought their perspectives together around a shared point of reference: the airfield. Its ground markings became the central visual motif and the foundation of a new, distinctive design language.

This evolved into a flexible campaign system that could be scaled across different topics, formats and communication channels. Clear guidelines enabled Messe Berlin, its partners and other stakeholders to apply the new identity consistently.

We then brought the campaign to life through out-of-home posters, print advertisements, videos and digital advertising assets. In parallel, we redesigned the website’s features, UX and UI and developed conversion-optimised landing pages. In doing so, we implemented the complex Drupal website as the central digital destination for exhibitors, trade professionals and other event visitors.

Result

  • 200000

    website visitors (2024)

  • 40000

    tickets sold through the campaign

B2B Marketing Cases