Rebuilding a show brand to align with consumer needs
The International Housewares Association (IHA) has entrusted Freeman as the general service contractor to produce its annual conference for more than 30 years. As the largest show in North America that serves the homes and housewares industry, it’s the one-stop-shop for retailers to find the latest trending consumer products to stock their stores.
With the industry shifting towards a holistic consumer-lifestyle, IHA knew it was time to rethink the event to better attract and inspire design-centric home buyers and brands. The team tapped Freeman and our agency services team to rebrand and refresh the show.
IHA’s research fueled our strategists with data that indicated consumer trends were changing due to the way people are living today — they are buying products that go beyond functionality to become part of an overall lifestyle that they aspire to live.
Our brand gurus used these insights to collaborate with IHA stakeholders on a new consumer-centric vision that identified the core concept for IHA’s brand, created new brand guidelines, and designed a new logo.
The end result? Renaming the event the Inspired Home Show, paired with a fresh, new look and on-site experience. Our environmental designers created branded wayfinders and reimagined spaces in more productive ways that took attendees on an inspired journey:
A show shakeup delivers inspired audiences
IHA received tremendous feedback from attendees and exhibitors that the rebrand truly embodied the consumer mindset: aligning engagement, excitement, and partnership opportunities like never before added up to a huge win for audiences.
Leaning into our tenured partnership, we were able to effectively collaborate and suggest new ideas and approaches.