SICOM Case Study:
Consistent brand design "from custom to pre-fitted": from Transport Logistic Monaco to Let Expo Verona

Maintaining identity and recognizability when transitioning from a completely custom booth to a pre-fitted structure is one of the most common challenges for those attending multiple trade shows throughout the year. Height constraints, standard frames, and short time frames can turn the booth into an “anonymous” space with less visual impact than expected.

In this case study we tell how Graphis Studio supported SICOM (a company active in the container industry) in making a high-end concept scalable: maximum brand consistency in Munich and strong recognizability even in a pre-fit in Verona.

Who is SICOM?

SICOM SpA is the specialist in customized intermodal transportation unit (ITU) solutions.

With more than a thousand types of containers and intermodal boxes already developed, it supports customers in choosing the most suitable equipment capable of maximizing combined transport capacity and improving overall supply chain efficiency, with a quality, durability and sustainability-oriented approach.

For more than 50 years, SICOM has been the only European manufacturing company that has continuously evolved the ISO container-a product born in 1956-to respond to the transformations of modern logistics, integrating innovation, construction quality and industrial vision.

The context

SICOM participates in fairs with different objectives and different exhibition formats. With the client, we developed a brand identity approach applied to the space: the booth not as a simple “structure,” but as a communication tool, capable of transferring values and positioning.

The custom project: Transport Logistic 2025, Munich

For Transport Logistic 2025 (Munich) Graphis Studio created a completely custom-designed booth from scratch.
The intervention focused on:

Goal: a strong and immediately recognizable presence in a highly competitive international trade fair environment.

The Challenge: Let Expo, Verona (pre-staged)

For the next Let Expo (Verona), the need was different: to use a pre-set-up to optimize time and logistical budget, without losing the consistency built with the custom project.

The critical point of prearrangements is well known:

Event preview presentation

SICOM also took advantage of Let Expo to make a preview presentation of a new product.

During the second day of the fair, the booth was transformed from a business area into an event and cocktail lounge.

The Graphis Studio solution: "dressing up" the pre-furnished with design

The approach was not to “adapt downward,” but to transfer the key elements of the concept within the confines of the pre-fit, working on what really determines the impact: colors, geometries, textures, brand hierarchy, and layout.

The design levers used

Color blocking and geometries

We took advantage of the modularity of the pre-fitting to create a clear visual architecture: sharp contrasts and backgrounds that frame the space and increase visibility from the corridor.

Texture consistent with the product

To maintain continuity with the core business and the previous project, we introduced a graphic texture inspired by trapezoidal container sheet metal. Not real material (incompatible by weight and constraints), but a high-quality visual rendering that adds depth and character to standard panels.

Layout and use of space

Even in constrained square footage, we organized the booth to maximize usability:

clear and immediate reception
comfortable B2B meeting area
an iconic element as a point of attention (focal point), designed to increase permanence and memorability.
(The focal point can be a product, a storytelling object, a demo: the logic is replicable and scalable according to industry and budget.)

Readable and properly positioned branding

Logos and graphics were placed on wraps and totems so as to ensure readability from multiple angles, avoiding the “beautiful but unrecognizable booth” effect.

Graphis Studio SRL

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