Envu operates across seven distinct business segments — from pest management to golf to range and pasture — and historically showed up at tradeshows in ways that focused heavily on products. While effective at the product level, this approach didn’t communicate who Envu was as a masterbrand. Audiences were unclear about the company’s broader vision, and as a young brand only three years old, awareness remained low. We were challenged to build a unified tradeshow experience that could flex for each segment while consistently telling the overarching story of Envu’s innovation and purpose.
Envu – Innovation Trade Show Experience
An immersive tradeshow experience built around the idea that Envu walks alongside customers to solve their toughest challenges.
Challenge
Defining the Masterbrand
Audience
From Product-Focused to Brand-First
Each of Envu’s audiences — whether in pest management, lawn and landscape, or golf — brings unique challenges and expectations to tradeshows. But the common thread is clear: they are looking for innovation, leadership, and proof that their needs are at the heart of a company’s mission.
With Envu still early in its brand journey, audiences also needed to connect with the company’s larger story and vision. The tradeshow experience was designed to meet these expectations — reinforcing product leadership while positioning Envu as an innovative masterbrand that empowers customers across all segments.
Solution
Innovation, Brought to Life
HLK designed a modular, immersive tradeshow experience built around the idea that Envu walks alongside customers to solve their toughest challenges. Visitors followed a path through the booth that represented the environments Envu impacts — from pristine turf to rangeland grasses — culminating at an interactive “horizon wall” where attendees could literally see Envu’s vision of healthier environments come to life.
The horizon wall engaged attendees with projected environments that responded to movement — grass swayed, insects jumped, and birds took flight. The universal storytelling framework could be tailored to any segment, ensuring relevance while keeping the brand message consistent. Supporting visuals, messaging, and activations reinforced three key themes: starting with the customer, solving beyond chemistry, and surrounding customers with tools for new horizons.
RESULTS
Awareness on the Rise
Since launching at the start of the year, the Envu tradeshow experience has traveled to four major tradeshows across different segments, each time building on the concept with new digital enhancements. The experience has received positive feedback from both customers and sales teams, and most importantly, it has delivered measurable impact on the brand’s visibility and resonance.
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increase in brand awareness (YTD)
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increase in brand familiarity (YTD)