For Teijin Aramid’s presence at the Expo Protection fair this year, we developed a new exhibition concept which placed brand perception centre stage. This was underpinned by the new strategic brand strategy with the new slogan: Be sure. Not only did the look-and-feel of the stand aim to convey this simple message, it was essential too for visitors to experience at first-hand that fire-resistant clothing doesn’t have to look staid and bulky. After all, Teijin is proud of the fact that its fabrics are both flexible and safe. To demonstrate this to the public, moving mannequins were used so that visitors could see and feel the quality of Teijin’s products for themselves. The stand design used the interplay of lines visible in the Teijin logo, with the revamped Teijin corporate identity reflected in the stand’s appearance. We are delighted by the fact that Teijin stands will be based on this design over the coming years!