Smiley Monroe are a company rooted in Northern Ireland, but they’ve been making a global impact. With an internal team driven to make a change, Big+Bold worked closely with them to make something that really stood out, conveyed who they are, what they do, and that was reflective of their world class quality.
As long-term brand partners, we’ve helped Smiley Monroe evolve their visual identity and messaging across global markets. So, when it came to Bauma, we wanted to ensure that the team’s vision was delivered.
A Brand in Motion
We worked closely with Aimee (Head of Marketing) and the brilliant team – Kaity, Tim, and Lucas – to shape the concept and content for the stand. The aim? To reflect Smiley Monroe’s industry leadership, innovation and customer-first thinking – with clarity, creativity and confidence.
Our role spanned:
- Stand design – clear navigation, clever use of space, and standout storytelling
- Content and messaging – making Smiley Monroe’s offer feel sharp, human and distinctive
- Video content – motion-led storytelling for digital screens, designed to draw people in
- Brand development – building on our refreshed brand system to keep everything consistent, bold and unmistakably Smiley Monroe
Ultimately, to be ‘world class’ and develop a touchpoint that was reflective of the organisation now, and the aspirations for future growth.
On the Ground in Germany
To make the stand a reality, we teamed up with Event Exhibition, whose expert production and build made sure the finished product delivered – structurally and visually.
The result? A vibrant, dynamic, and future-facing stand that brought Smiley Monroe’s world to life in Munich – and helped them connect with new customers, partners and markets.
Our Creative Director was on the ground in Munich to check it all out first hand.
Why it Mattered
Exhibition stands are more than just a backdrop – they’re a moment to live your brand out loud. At Bauma, Smiley Monroe did exactly that.
We’re proud to have played our part. Thanks Smiley Monroe for working with us, and heres to starting to think about how to make it even better next time round.
“The lead up to a big exhibition is always a stressful time and Bauma is the biggest event in our industry calendar both in terms of strategic importance and marketing spend. Partnering with good suppliers who deeply understand your business and your objectives makes the process all the more enjoyable.
Big+Bold have become an extension of our marketing team and our collaboration over the past 18 months has undoubtedly taken our marketing efforts up a level (or two!). Bauma was no exception with the 2025 edition being our most successful exhibition in terms of impact and ROI for many years. The team are always at the end of the phone when we need them and we genuinely enjoy working together.
Huge thank you to Big+Bold and Event Exhibtions for their dedication and for helping us pull off a really successful Bauma.”
Aimee McCracken – Head of Marketing