Case Study Archives: Branding an environment at Engelhard analyst event

Engelhard invited the financial community to a meeting to learn about its repositioning and business plans. This was the first such event in many years, and as a part of its communications plan, Engelhard wished to reach out proactively to the investment community.
    BrandLogic was to design all aspects of the event, but was faced with a major challenge: the event was to be held in an old manufacturing facility with no adequate meeting space.

The centerpiece of the BrandLogic solution was to host the meeting in a darkened, empty, manufacturing warehouse, and to create an exciting environment through the use of lighting, and projected images. A forty-by-eight-foot panel, sixteen-foot-high displays, projected photographs, screen savers, and stage lighting dispersed throughout the warehouse transformed the interior of the warehouse into a high-tech multimedia exhibition of Engelhard technology and market applications.

The results of the meeting? Positive comments from many of the leading brokerages and investment firms. "It is encouraging to see the new group and new attitude, finally turning a previous 'federation of businesses into a cohesive story,'" comments a leading industry analyst. "This better communication should lead to a better following by the Street and more ears for a story that we believe has legs."