Inception
Repositioning a tradeshow stand design and build agency
Background
Inception is a UK-based tradeshow stand design and build agency known for transforming ideas into standout brand experiences.
As the business matured, the leadership team reached an inflection point – shifting from “stand builder” to strategic, insight-driven experiential partner. Engaging CMOs and senior marketers earlier to shape branded environments at a more strategic level became critical. The brand now needed to reflect that ambition.
Challenge
Despite delivering high-quality work, Inception was operating in a crowded and highly competitive market. Messaging lacked clarity, positioning needed sharpening and the brand did not fully reflect the strategic thinking happening behind the scenes.
Perception had to shift – from service provider to strategic partner.
Internally, alignment was equally important. As the team expanded, the business required a clear brand foundation, defined values and a structured messaging framework to guide marketing, sales and hiring.
Services
✔ Brand strategy workshop
✔ Competitor analysis
✔ Messaging framework & tone of voice
✔ Marketing strategy
✔ Brand identity refresh
✔ Website rebuild
✔ Photography
Solution
Arrow & Zest worked with Inception to reposition the business from stand builder to insight-driven experiential partner.
We began with a brand strategy workshop, supported by competitor analysis, to define a clear positioning, messaging framework and tone of voice. This crystallised the new tagline, “Insight to Inspire”, grounded in audience insight as the foundation of every experience.
Working alongside designer James Bray, we translated strategy into execution through a refined brand identity, rebuilt website and updated photography to reflect the studio’s people, culture and ambition.
A practical go-to-market marketing plan set out how to engage CMOs, grow key accounts and build long-term revenue.
Results
The repositioning provided Inception with a clear and consistent strategic narrative, aligning leadership, marketing and sales around a defined proposition.
The messaging framework is now embedded across proposals, documentation, social media and recruitment, creating cohesion across every touchpoint. Since relaunch, the business has operated at full capacity, delivering global projects and expanding its team – supported by strong brand foundations built for long-term growth.
“Working with Alex through Arrow & Zest has been an incredibly positive experience.
Alex’s understanding of the AV market and strategic approach were invaluable in helping us define and articulate the value proposition for our new experience centre.
From shaping the story behind onespace to managing the development of the microsite, Alex guided us through every step with insight and attention to detail. The result is a professional, engaging digital showcase that reflects who we are as a business and how we support our partners.”
Natalie Grundy Marketing Manager, onemedia