Context & Challenge
MCH Global is a key global player in the high-end experiential space, with events like Art Basel and BaselWorld as part of their portfolio. They recently opened offices in Dubai and Shanghai and were looking to reposition their brand and reinforce their visual code as they expanded their international presence.
An internal value study served as the foundation for our work. MCH Global’s visual identity was reinforced notably through an expanded graphic code (including pictograms, colours and images) and a refinement of how those elements should be used across their communication. Everything was compiled in an easy-to-use chart, allowing anyone in the company to easily understand how the new branding could be applied to corporate documents, presentation files and digital channels.