Precious is an annual watch and jewellery industry trade fair that brings together producers, designers, distributors and purchasers from the Nordic countries for three days at Stockholmsmässan, Stockholm International Fairs and Congress Centre.

Ohlsonsmith were hired to work in close collaboration with the client to reposition and rebrand Precious.

After developing the brand strategy together with our client we then translated it into an emotional platform with a new logotype, visual identity, communication concept and exhibition concept. The first key action decided upon in the brand strategy was to move the fair to Stockholmsmässan and to expand to target all Nordic countries.

In addition to the new brand identity for Precious, we also chose a theme for the 2012 fair and created a visual identity to express it – “Expectation” – as there was much expectation within the industry about the new trade fair. For the installation in the welcoming hall we designed three very large jewellery boxes to set the mood for the fair. The theme was communicated at every touchpoint – in all promotional material, web, signage, catalogue, food areas, registration area – and at the trade fair celebration at Berns nightclub in Stockholm.

The first year was a clear breakthrough, with striking statistics – double the number of exhibitors and double the number of visitors. The rebranding was so successful that it vitalised the entire industry and strengthened Precious as the industry’s leading trade fair.