Raytheon – SMM

Requirements: Raytheon Anschütz provides a lesson in self-confidence just with its slogan: ‘We are The Navigation Company.’ With its new branding, the manufacturer of nautical navigation systems wanted to convey its claim to international leadership without appearing boastful.

For the SMM in Hamburg, the world’s leading trade fair for the maritime industry, the subsidiary of US electronics giant Raytheon wanted an open and modern presence with high recognition value and lots of space for personal interaction.

Solution: THE NAVIGATION COMPANY in the company font on a background of company red plus the key compass symbol. Perfect.

Sometimes, using mega-banners to explain what it’s all about in the biggest and most concise way possible is enough. The heart of the booth: a bridge to show the core products in action on a high-tech simulator. Consulting and customer care take place informally between the exhibit and bar table, while the half-open lounge deck offers privacy with good views. A booth like the north magnetic pole: a fixed reference point no matter where you come from. The result: a claim staked and a happy team.