The International Carwash Association (ICA) has organized the Carwash Show in Las Vegas for many years now. US-style of course, with glamorous girls putting a shine on car bodies and visitors’ cheeks. There is a different climate in Europe, where the car wash systems are mechanical. The business climate is completely different too, so we were asked to think up a distinctive identity for the first-ever Carwash Show Europe in Amsterdam.

VanRiet Material Handling Systems from Houten no longer believed in trade shows. The new stand – in the then new house style – was not really working, the three trade shows per year were a real drain on finances and no one dared speculate about the benefits. Several years on, we facilitate eight trade show participations per year worldwide, jointly generating 27.2 times more than they cost.

Mastervolt makes a special contribution to the fleet of the VOLVO Ocean Race, the Formula 1 of sailing. Without wanting to be a sponsor, this company invested in activities and communication surrounding this prestigious event. But the big question was: does it make sense to invest in this event again.