HOMAG – Building living spaces
Winner
Excellence in Brand Strategy and Creation
Brand Communication – 360° Campaign
Details
With its brands HOMAG, WEINMANN, SYSTEM TM and KALLESOE, the HOMAG Group covers the entire woodworking value chain for both industry and trade. In 2025, the world’s leading solution provider was faced with an immense challenge: giving four brands with completely different target groups one joint image at the world’s leading trade fair, LIGNA. The unifying narrative: Building living spaces. Because all the Group’s solutions have one thing in common: Customers use them to create sustainable living spaces from wood. Employees and visitors are thrilled – from the CEO to the Minister of Construction.
The Jury‘s Statement
Four brands, different target groups, one shared trade fair presence: Schindler Parent addresses this starting point with a brand narrative that brings together the entire value chain of woodworking under an intelligible idea. "Building living spaces" anchors the presence in a clear thematic context and gives it a concise visual centre through the house motif. Across brands, applications and touchpoints, this creates communication that provides orientation and makes the joint trade fair presence legible as a coherent brand experience.
