Sugar CRM: Corporate Design

Customer / place
SugarCRM Deutschland
CeBIT, Hanover

Concept and Design

SugarCRM is a manufacturer of CRM software solutions with headquarters in the USA, which is launching itself with a new corporate design in Hanover.

The challenge

SugarCRM only defined a few stipulations at the start of the project, leaving a lot of scope for development of the basic idea and a design concept. As a software manufacturer cannot advertise with flashy exhibits, the visuals of the stand design have to be very strong. The corporate design was in the process of being changed by the parent company in the USA at the time of concept creation.

The realisation

We conceive a stand system in coordination with both the German branch and with the headquarters in the USA, which includes reusable individual elements and a sustainable approach. We adapt the stand concept when the parent company deliver the new corporate design, adding striking red and black areas. This fully exploits the potential of the new corporate design: the purist structure is relaxed by large red illuminated cubes, which are a reference to the SugarCRM logo. The white stools with their red cushions are also a nod to the logo.


The system is being used at five different exhibitions, with only the visual framework, consisting of the walls and floor, needing to be adapted to the applicable stand size. 

Co-exhibitors and sales partners from SugarCRM give practical, clear demonstrations of the software's applications at info terminals. Communication with customers is the focus, with details like the catering playing a special role. Red tomato soup is being served to match the new colour scheme, for example, and is proving a hit with visitors and the stand team alike.

Fotodesign Schiemann