Making Waves
Beam has successfully launched to the offshore wind sector following a merger of former brands Rovco and Vaast. The new name – which was revealed on 16 September – made its trade show debut just one week later at Wind Energy Hamburg with an exhibition presence made possible by Smart Display.
The decision to unite the companies under one name follows several years of rapid growth, and a shared vision to combine subsea artificial intelligence, computer vision, sonar and autonomous advanced robotics to transform the economics of offshore wind and make the just transition to renewable energy a reality.
Having worked with Smart Display for several years for its Rovco exhibition stands, those at the helm of Beam entrusted the stand specialist to create an exhibition stand to launch the new brand under the strictest of embargos.
“We have been using Smart Display for quite some time now and, for the past few years, our stand briefs have become more challenging and complex,” says Beam’s senior marketing manager Claire Anderson. “However, the team has delivered the stands reliably and on time, and never fails to deliver the stand to the spec that we asked for. Wind Energy Hamburg is the first time we have used Smart Display for an overseas build, and all of the solutions that they have provided have been extremely creative.”
The Smart Display design team was briefed to present the new branding and name in a way that was still recognisable as the former Rovco branding, while still heralding a new era of direction in the brand’s development. The wow factor from the previous exhibition stand was replicated with the brand’s re-used video wall and floor, and taken to new heights with additional video tiles in the four-sided overhead banner. New graphics throughout the stand launched the new Beam branding, while subtle new light effects increased the impact of the stand.
“I added acrylic edge animated lighting around the raised deck to create a subtle wave effect, and continued the lighting theme with LED ticks on the deck itself, which alluded to the nature of the business and its mapping abilities,” says Smart Display’s senior designer Lawrie Ward. “We also added a projector fan to create a striking visual effect, which was a contrast to the impact of the video wall and flooring.”
The 80 sq m stand was certainly the talking point of Wind Energy, and the Beam team reported a successful four-day event at the Hamburg Messe & Congress Centre.
“Through industry-defining research and development and transformative partnerships, Beam is helping to redefine what it means to be an employee of the offshore wind industry; make wind farm development more efficient; reducing risk, complexity and cost; and cure an unsustainable dependence on oil and gas,” says CEO Brian Allen. “So, it may feel like we’re looking up at an overwhelming challenge now, but when we reach the summit, we will find ourselves in a world rid of its addiction to fossil fuels. And that, we think, is a mountain worth climbing.”
If you are looking to rebrand and need the right exhibition presence to launch your new chapter, get in touch today. We can take care of every aspect of your stand design and execution, ensuring your launch to the trade hits all the right notes #wemakeevents
