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Case Studies MWC

Designing the World's Greatest Tech Shows

From 2014 to 2019, Tenacity Works had the privilege of collaborating with GSMA, the trade association representing the global mobile industry, to designing the world’s greatest Global Tech Shows – the renowned MWC (Mobile World Congress Barcelona) series. With events in Barcelona, Shanghai, and Las Vegas, each MWC presented unique cultural and linguistic challenges, requiring a delicate balance between maintaining a cohesive global brand identity and respecting local nuances. Tenacity Works embarked on a mission to create annual event themes that would unify the MWC experience across continents, cementing its position as the world’s greatest tech show.

The Challenge

The primary challenge was to develop annual event themes that would resonate with the diverse global audience while adapting to the cultural intricacies of each location, ensuring that the MWC series upheld its reputation as the world’s greatest tech show. This demanded a strategic approach to theme development, ensuring that each year’s concept would be powerful enough to serve as the foundation for all creative decisions while remaining flexible enough to incorporate local sensitivities, such as Feng Shui principles in China. Maintaining consistency across all touch points, from web design to physical signage, was crucial to creating a seamless and immersive experience befitting the world’s greatest tech show.

The Solution

Tenacity Works’ solution centred on creating strong, evocative annual themes that captured the essence of the MWC brand and the pulse of the mobile industry, reinforcing its status as the world’s greatest tech show. Each year, the team worked closely with GSMA to develop a theme that would serve as the creative bedrock for the entire event series. From this foundation, Tenacity Works crafted a comprehensive design strategy encompassing web and mobile app design, event collateral, signage, keynote presentations, animations, and digital signage. The design process incorporated cultural nuances and language localisation to ensure that the theme resonated with each region’s preferences while maintaining a consistent global identity, upholding the MWC’s position as the world’s greatest tech show.

Conclusion

Designing Global Tech Shows alongside our five-year collaboration between GSMA and Tenacity Works resulted in the creation of iconic event themes that solidified the MWC series as the world’s greatest tech shows from 2014 to 2019. By crafting powerful annual themes and adapting them to local cultural nuances, Tenacity Works ensured that the MWC series delivered an unparalleled experience for its diverse global audience, befitting its status as the premier event in the mobile industry. This long-term partnership showcases Tenacity Works’ ability to design and execute comprehensive strategies that elevate events to the status of the world’s greatest tech shows.

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Designing Global Tech Shows at MWC Shanghai Brosmind
Designing Global Tech Shows at MWC Barcelona 2019

Our Process

01.

Tenacity Works and GSMA collaborated to create powerful, evocative annual themes that captured the essence of the MWC brand and the mobile industry, serving as the foundation for designing the world’s greatest tech shows.

02.

The design process incorporated cultural nuances, such as Feng Shui principles for the Shanghai event, and language localization to ensure the world’s greatest tech shows resonated with each region’s preferences while maintaining a consistent global identity.

03.

Tenacity Works brought the annual theme to life through a wide range of materials and platforms, ensuring that every aspect of the world’s greatest tech shows was cohesive, engaging, and befitting of its status.

04.

Throughout the five-year partnership, Tenacity Works continuously refined and evolved the design elements to optimize the attendee experience and maintain the MWC series’ position as the world’s greatest tech shows.

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