Bringing inspiration home: How IHA unveiled a new show identity

Challenge

Rebuilding a show brand to align with consumer needs

The International Housewares Association (IHA) has entrusted Freeman as the general service contractor to produce its annual conference for more than 30 years. As the largest show in North America that serves the homes and housewares industry, it’s the one-stop-shop for retailers to find the latest trending consumer products to stock their stores.

With the industry shifting towards a holistic consumer-lifestyle, IHA knew it was time to rethink the event to better attract and inspire design-centric home buyers and brands. The team tapped Freeman and our agency services team to rebrand and refresh the show.

Solution

Inspired direction

IHA’s research fueled our strategists with data that indicated consumer trends were changing due to the way people are living today — they are buying products that go beyond functionality to become part of an overall lifestyle that they aspire to live.

Our brand gurus used these insights to collaborate with IHA stakeholders on a new consumer-centric vision that identified the core concept for IHA’s brand, created new brand guidelines, and designed a new logo.

The end result? Renaming the event the Inspired Home Show, paired with a fresh, new look and on-site experience. Our environmental designers created branded wayfinders and reimagined spaces in more productive ways that took attendees on an inspired journey:

• A newly designed, modernized showcase near the main entrance invoked excitement and kicked off the attendee journey
• Colored fabric ribbons hanging from the ceiling in the grand concourse created an amazing focal point and produced better attendee flow
• Trending Pantone color palettes combined with natural light in the Grand Concourse enhanced the display of products that were designed and curated to match
• The cooking theater featuring Martha Stewart and Tia Mowery drew attendees into a different area while showing off kitchenwares available throughout the show floor
• An exclusive buyers club connecting consumer product brands with excited buyers helped drive engagement onto the show floor while deepening brand loyalty

Result

A show shakeup delivers inspired audiences

IHA received tremendous feedback from attendees and exhibitors that the rebrand truly embodied the consumer mindset: aligning engagement, excitement, and partnership opportunities like never before added up to a huge win for audiences.

Leaning into our tenured partnership, we were able to effectively collaborate and suggest new ideas and approaches.

“It has to be about a really deep understanding of who we are and what we’re trying to accomplish. And then they have to be flexible because we’re a nimble group — we’re changing things up and trying new things. It’s important to have a trusted partner, like Freeman, who isn’t afraid to take chances.”

– Leana Salamah, Vice President of IHA