Messe Berlin: Digital Brand Identity Redefined
Messe Berlin
2024 - Ongoing
Since July 2024, Messe Berlin has presented itself in a completely new digital look. In collaboration with Forte, the corporate website was overhauled—not only visually but also technologically. The focus is on an innovative Content-as-a-Service (CaaS) concept, which enables maximum flexibility and efficiency in content management across all channels.
One of the World's Leading Trade Fair Organizers
Messe Berlin is among the top trade fair companies in the world, with over 30 years of experience and international events that set benchmarks and foster innovation. Through its corporate website and the sites of its own events, it reaches millions of visitors, exhibitors, and business partners annually.
Areas of Responsibility:
Strategic Consulting (CaaS concept, CMS architecture)
Technical Implementation (Frontend development, templates)
Integration of tracking, SEO, and newsletter systems
Agile implementation of processes and tools
Content strategy and support
Challenge
Brand Relaunch & Digital Transformation
More than 30 years after its founding, Messe Berlin sought to modernize its brand identity—with a clearer, more confident design and a platform architecture capable of meeting the increasing demands for agility and multi-channel diversity.
The new branding, designed by kleiner & bold, relies on dynamic blue tones, strong contrasts, and the "Messe Twist" key visual—a flexible design element that conveys Berlin's identity and innovative power. This creative vision was to be translated onto the website in a consistent, flexible, and future-proof manner.
Solution
Headless Architecture & Content as a Service
To meet these requirements, Forte Digital utilized a headless CMS solution based on the "Content as a Service" (CaaS) principle. Content is completely decoupled from the frontend code, allowing it to be distributed flexibly across a wide variety of digital channels.
This enables Messe Berlin to achieve:
Rapid adaptations to new marketing and communication needs
A consistent content strategy across all channels
Future-proof scalability without technical dependencies
Simultaneously, the UX and UI design were seamlessly adapted to the new brand identity and integrated in collaboration with the design agency.
Technical Implementation: State-of-the-Art Platform Architecture
Architecture: Headless / Content as a Service
CMS: FirstSpirit (headless-ready)
Frontend: Modern frameworks for flexible, high-performance templates
Integrations: Newsletter systems, tracking and SEO tools
Support: Comprehensive 2nd and 3rd-level support for CMS and integrations
Consulting: Agile processes, content strategy, SEO optimization, tracking concepts
Results
The new corporate website went live on July 2, 2024—featuring a modern brand identity, innovative content architecture, and a clear strategy for the digital future. It forms the foundation not only for consistent communication across all channels but also for future events, campaigns, and digital services of Messe Berlin.
Added Value: Business Impact at All Levels
The new website delivers concrete benefits:
Flexibility & Efficiency: Thanks to headless architecture, content can be easily managed and published across multiple channels.
Brand Consistency: The new "Messe Twist" and branding are optimally implemented digitally—consistent yet flexible.
Future-Proofing: The CaaS strategy reduces technical dependencies and allows for rapid scaling of new features or channels.
Improved Usability: Modern, user-centric UX design ensures an enhanced visitor experience.
The 3 Key Highlights at a Glance:
Future-proof content architecture: Headless & CaaS for maximum flexibility
Strong, consistent branding: The "Messe Twist" optimally executed digitally
Business Impact: More efficient processes, better usability, and faster time-to-market
