Visual communication in the construction industry
Mapei Baumit Újház Sillmaster
Designing product presentation, exhibition and promotional graphic materials for various construction brands. The common task in each case was to create a transparent, consistent system of products, technical information and brand identity elements on surfaces of different sizes and functions.
The task
In the communication of construction products, a variety of products and technical information must be displayed in a clear format, while maintaining the visual system of the given brand.
Product displays, signs, window decorations, banners, roll-ups and promotional materials were created for Mapei in DIY stores and retail environments. In some projects, I started from the brand's international materials, which I adapted to the Hungarian content, the given surface and the production requirements. In other cases, I created an independent graphic composition based on the corporate identity system. As a recent project, a roll-up related to the Mapei Professional Community mobile application was also created, which supported the download and use of the digital service.
In the case of Baumit, a uniform product presentation graphic had to be created for a modular exhibition system with a fixed panel size.
My own role
I worked on the Mapei and Baumit materials as a graphic designer on behalf of Creative Print. From the provided brand and product assets, I developed the graphic structure of each surface, the grouping of the products, the visual hierarchy and the necessary size variations.
The works of Újház and Sillmaster were commissioned by the Yellow Bird advertising agency. At Újház I designed a billboard for a store opening event. At Sillmaster I created a brand manual and graphically arranged existing catalog and product display materials and prepared them for print production.
The design decisions
The different works are connected by the precise organization of information and a consistent brand identity. For each interface, it was necessary to determine what the first message should be, how the products should be grouped, and in what order the more detailed information should appear.
In DIY store displays and window decorations, in addition to quick brand recognition, the most important thing was to present the products in a clear way. In exhibition graphics, individual panels had to function as independent content units and as part of a larger visual system. In the case of billboards, all of this had to be condensed into communication that could be received from a distance and in a short time.
The solution in practice
Materials of different scales and functions were connected to the visual world of the given brands, while being given an independent graphic structure adapted to the usage situation of the surface and the amount of information.
The product presentation and promotional materials created for Mapei consistently represented the brand across different environments. For Baumit’s exhibition graphics, separate panels were combined to form a unified product presentation wall.
The work of Újház and Sillmaster was related to the projects that received the Marketing Diamond award from Yellow Bird in 2023. The award is a professional recognition of agency projects; the graphic materials presented here are parts of these works that I created.