The right infrastructure

As precision engineers with a global presence, Valmont lays the infrastructure for safer roads and more efficient journeys worldwide. Its distinctive, V-shaped branding is trusted by millions, representing a legacy of engineering leadership and manufacturing expertise which illuminates and inspires the world over.

At its UK headquarters however, the message had become somewhat lost over time. At a time when the business was flourishing, first impressions at Valmont’s Stockton-upon-Tees showroom weren’t aligned with the brand’s core identity. And having already invested into a strengthened trade exhibition presence, those at the helm of the brand knew just who to call upon to perfect the very infrastructure of its business identity.

“We were already working with Valmont to transform its branding into a strong exhibition presence at trade shows across the UK,” says Smart Display’s sales manager Ben Rose. “Our main point of contact – sales & marketing director Maggie Pytlas – mentioned that the brand’s showroom needed a makeover, and we offered to develop our design and installation into a more permanent structure at Valmont’s HQ.”

Recognising the strong potential to create a cohesion between its temporary exhibition stands and its flagship showroom, Valmont invited the Smart Display team to its premises at Stockton-upon-Tees, and the project began.

“We did have a bit of a time limit,” says Ben. The Valmont team had overseas guests arriving and were keen for the showroom to be showstopping ahead of their arrival. But we had a strong vision for the area which would maximise its potential and, following the approval of the design, the actual installation was completed within a four-day turnaround and finished ahead of schedule.”

The end result incorporated elements of Valmont’s exhibition presence, including echoes of the di-bond aluminium around its hallmark V-shaped logo, the brushed metal finishes and the grey carpeting. The cohesion between Valmont’s exhibition stands and its flagship showroom creates a holistic and familiar environment for visitors, reinforcing its branding and alluding to a consistent and recognisable identity that customers can rely on.

“Our brief was to give the showroom a makeover to improve its professionalism, but we went above and beyond to create a permanent 3D identity of the brand presence that we were already so familiar with,” says Smart Display’s creative director Nathan Hesslewood. “And while we wanted to create that cohesion by adapting the designs of Valmont’s exhibition stands, there were other elements to take into consideration from a design point of view. Yes, we wanted it to look the same as the exhibition stands, but the intended function was very different.”

Recognising that this installation was a permanent environment for Valmont with years of longevity at its core, Nathan and the team put ergonomics at the centre of their design. Ease of movement and a natural flow from the reception area through to the boardroom formed the core of the design, brought into alignment with the Valmont identity with echoes of the stand design that is fast becoming its signature.

A welcoming reception area lit by stylish low-hanging lights and decorated with natural foliage replaced the previously-tired entrance hall which was primarily used for storage.

Smart Display’s design team incorporated a cosy new snug area, maximising the potential of previously redundant space occupied only by a curved banner.

The meeting area meanwhile became the showroom’s statement focal point, replacing incongruous and uncomfortable high stools with a business-like board table, glass partitioning and strong, simple branding asserting Valmont’s global identity.

“Our client was and still is delighted with the result,” says Ben Rose. “The team has commissioned us to extend the project further with the implementation of external signage and interior graphics, which we are hoping to complete over the next few months. Along with an increased number of exhibition stands at regional trade shows throughout 2024 and beyond, we are working with Valmont to develop a consistent and recognisable brand identity that resonates with its customers wherever the meeting environment.”

If you would like to discover more about how we adapt our installation skills for your showroom or meeting area, get in touch today.