DigitalKOG has been nominated by global events company, Montgomery Group, to oversee the rebranding and digital marketing for one of its many market-leading trade shows. 

Formerly known as W Exhibition, the UK’s flagship event for the furniture manufacturing and joinery industries has been relaunched as Materials & Finishes Show (MAFS), scheduled to be held at Birmingham’s NEC from 19 – 22 May 2024.

The show’s original proposition, established back in 1974, has been adapted by Montgomery Group to meet the changing needs of the market and convey how much the event has evolved. From its predominant focus as a woodworking machinery exhibition, it’s expanded into a platform for manufacturers, processors, and installers to observe the full range of technology and materials for industrial woodworking. 

MAFS Press Ad
Social ad

This demanded the development of a new visual brand identity, new slogan, and fresh creative concepts to establish a look and feel for the reimagined show across print and digital marketing that resonates with exhibitor and visitor audiences.

Our profound experience and prior accomplishments in trade show creative and promotion for other high-profile industry exhibitions, including FIT Show, Surface Design Show, and The Evening Standard’s SME XPO, helped us earn the assignment. 

DigitalKOG’s creative experts have crafted a brand identity for MAFS that brings the show’s purpose to life, tells its story clearly and consistently, distinguishes it from competing shows, and looks to usher in a wave of anticipation within the targeted industries.


Building on the rich heritage of W Exhibition, the new branding references the broadened show proposition – a variation of materials brought together under one roof.  The segmented elements of the ‘logomark’ are inspired by the show’s purpose of connecting core materials from every angle of the industry. 

It also denotes the show’s role as a partner and catalyst for initiating positive business growth and new connections. 

A cross-channel social advertising campaign is now being employed to escalate awareness of MAFS to exhibitors and visitors and encourage their participation.

Logo Mark

We’ve worked with the team at DigitalKOG in both a creative and digital marketing capacity on our other shows within the Design & Build Division at Montgomery Group, which made them a natural choice to partner with for the relaunch of W Exhibition as Materials & Finishes Show.

The brand they have developed completely hit the brief in terms of re-establishing the reimagined show concept, as well as futureproofing it to incorporate the new segments we intend to target. We’re excited to work with them over the coming months as we work to deliver a first-class event for our community.

David ToddEvent Director of MAFS

Being named as agency partner for Materials & Finishes Show underlines our best-in-class digital marketing and branding output for the events industry.

We have worked really hard to cultivate an identity that embodies the ethos of the event and will capture the attention and imagination of key decision-makers in all relevant industries.

In collaboration with Montgomery Group’s in-house team, we intend to make the transition from W Exhibition to Material & Finishes Show a resounding success.

Steven OrmandDigitalKOG’s Managing Director

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Author Tarriq Ibrahim

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