For over a decade, FIT Show has brought together the full supply chain of the fenestration industry – from installers and engineers to fabricators, suppliers and manufacturers – at one united showcase. But because of changing market dynamics and Montgomery Group’s (organisers of the event) ambitious growth goals for FIT ‘25, the brand needed to evolve.
We were thrown the challenge of refreshing FIT Show’s identity and campaign thinking to reflect the event’s present and future scale. The goal? Strengthening its leadership position, reaching new audiences and reinforcing FIT Show’s positioning as the essential, industry-driving trade show.
The Leadology™
We developed a campaign rooted in clarity and cohesion – built around one unifying idea: We FIT Together.
More than just a tagline, it became a central brand asset – using the ‘FIT’ name for instant brand recall and connection. The strength of ‘We FIT Together’ lies in its truth. It told a story that already existed – one of relationships, shared ambition, and industry momentum. We simply gave it a voice.
A new visual identity was developed for 2025, including refined brand codes and a bespoke lockup that seamlessly aligned the line with the event logo. This identity became a stamp of affirmation – confidently applied across every asset, from social and press to the show floor itself.
Bringing the campaign to life put the event experience at the centre. We focused on capturing real moments from the show floor – the live interactions where products are launched, partnerships are formed, and business gets done.
We paired this with purposeful, audience-led language to cut through – putting the benefits of the show front and centre, without needing to say everything – simply focusing on what the audience really wants to know. Our creative captured the at-show energy that makes FIT Show such a unique, people-driven event experience.
The Impact
‘We FIT Together’ worked because it was simple, honest, and true to the brand. It reflected what FIT Show has always done best – unite the industry and make things happen. Applied across digital, print, and on-site environments, the campaign created alignment, clarity, and stood out – helping FIT Show take its next confident step forward.
The message landed across every channel, reinforcing FIT Show’s credibility while introducing a fresh energy to drive engagement. It became a story the industry could see itself in – backed by real success stories, real people, and real outcomes.
Our campaign served to honour this legacy while pushing the brand forward – positioning FIT Show 2025 as the event that brings the future of fenestration into focus.
”"The campaign we developed with DigitalKOG for FIT Show 2025 firmly cemented the event at the heart of the fenestration industry while evolving the brand in a fresh, engaging way. The ‘We FIT Together’ narrative, paired with a strong visual identity, reflected the core foundations upon which FIT Show was built – connecting people and products. It allowed our audience to quickly engage with the value we offer - without needing to say everything. The message worked hard across every channel, with many exhibitors adapting the strapline for their own campaigns, showing how FIT Show continues to deliver as a dynamic, high-impact business environment. We’re delighted with the success of the campaign and excited to build on this for FIT Show 2027."
Nickie WestEvent Director, FIT Show
