Cytec Exhibition Graphics

For over 5 years The New Fat have work with a chemicals and materials technology company called Cytec. Based in the US with offices in the UK and around the world, Cytec make resin, plastic and composite materials for the aerospace, rail, automotive and other speciality industries.

With an average of around 10 international exhibitions a year for Cytec, The New Fat have spent a lot of time working along side their marketing team and stand designers to create dynamic graphics bringing the stands to life. Ranging in size, design, complexity, location and cost, ensuring that each and every exhibition reached its full potential was vital. 

Incorporating animated presentations, free standing touch points, product displays, information panels, each exhibition is unique. The stands often require private meeting rooms, social seating, welcome areas and in recent times fully-functioning bars set to themes such as 1920s Paris or German Bierkellers.

With each exhibition comes the need of marketing collateral and supporting materials such as invitations, magazine adverts and contact brochures right through to digital elements such as email signatures and online adverts.

The stands are detailed in design and complex in construction and are made out of a range of materials ensuring a high quality finish that a client like Cytec requires. Often featuring glass panels with graphics and interesting lighting. 

With stands of this size it is important that it looks good when approached from any angle. Suspended branding above the stand and wrap-around graphics ensures impact around a full 360 degrees.

Creating a consistent and impressive brand that translates well across exhibition stands and the additional marketing material is paramount. Ensuring all graphical content is high quality and that images are of a good standard for large format printing is fundamental to success. Text legibility and placement must be faultless and colours must be accurate.

Cytec has recently become part of Solvay, a global player in sustainable chemistry. As the transition took place it was crucial that the brand style transitioned seamlessly. The New Fat have played a part in the rebrand, designing new exhibition stands and supporting elements, becoming familiar with the new brand guidelines and updating marketing material and we look forward to working with the Solvay team for many more years.