Belexpo

After the construction of its new building, the brand gained new opportunities for development: the center became more modern, flexible, and technologically advanced, which meant it needed a brand update that would match its new level.

Fabula Branding was tasked with rethinking Belexpo’s image so that it would reflect the scale of the space, its transformational potential, and the center’s current role for different audiences: businesses, organizers, visitors, event participants, and future employees.

• research the brand, audience segments, market, competitors, and current trends;
• formulate the brand platform and updated positioning;
• develop a visual identity capable of working in a visually saturated environment;
• create a slogan and communication system for different audience segments;
• develop an external and internal wayfinding system;
• prepare a brand book with guidelines for using the brand’s visual and verbal elements;
• emphasize that Belexpo is a national brand worth being proud of.

The work began with comprehensive research. Fabula Branding studied the brand itself, its context, competitive landscape, target audience, and trends in the exhibition and event venue sector. The specific challenge of the project was that Belexpo works with several types of audiences at once: B2B, B2C, B2G, and the HR segment. For each of them, the center performs a different function and delivers different value.

For businesses, Belexpo is a venue for negotiations, presentations, forums, and business networking. For visitors, it is a space for experiences, events, and discoveries. For the team and potential employees, it is a professional environment connected with large-scale projects and the development of the event industry.

The updated positioning is based on the idea: Extra place. Extra impressions. Extra experience. This formula phonetically plays on the name Belexpo and reveals the emotional value of the brand: an extra space where every event gains additional scale, impact, and potential.

Belexpo is a venue where everything works at the highest level and creates added value. With an area of 37,300 sq. m, the space can transform to accommodate events of different formats: from a music festival to an international congress.

This positioning helped highlight the brand’s key advantage: Belexpo is a place where space becomes a tool for experience, communication, and action.

Developing the corporate identity required maintaining a careful visual balance. Dozens of brands, logos, and visual systems can coexist in the exhibition center at the same time: technical forums, creative events, exhibitions, festivals, and business events all create a dense information environment. Therefore, Belexpo’s identity had to avoid competing with event content, while still remaining recognizable.

Fabula Branding found the solution in an expressive yet restrained visual system. The logo is based on bold typography with a modified letter X, which became the defining stylistic element. This symbol refers to Belarusian historical embroidery and can be associated with a flower, wings, the intersection of directions, and a meeting point. 

The corporate identity is built on a contrasting yet calm combination of white and blue, complemented by an expanded palette of shades. This system allows the brand to look modern and confident without overwhelming the space or interfering with the perception of the events taking place inside the center.

The agency team developed Belexpo’s main slogan: “Идеи и действия.” This phrase accurately reflects the role of the space where theory turns into practice: ideas are presented, discussed, developed, and transformed into real events.

The English version — Ideas and Deals — adds a business-oriented emphasis. The word “deals” reveals the exhibition center as a place where business interests meet, agreements are made, connections are formed, and new opportunities emerge.

They support the brand’s unified tone of voice and help communicate with visitors, organizers, partners, and the professional community in a clear, confident, and modern language.

A system of external and internal wayfinding was developed for the new building. Its task is to help people easily navigate the center’s large and flexible space while maintaining visual conciseness and a connection to the brand identity.

The Fabula Branding team analyzed the building, divided it into zones and segments, and developed a system of carriers and rules for their use. Wayfinding became not only a functional tool, but also part of the brand experience: it helps visitors understand the structure of the space, move through it confidently, and at the same time regularly encounter neat, memorable Belexpo elements.

Fabula Branding developed an approach in which the photo style emphasizes the national character of the brand and showcases Belarus’s strengths. The visual language had to communicate modernity, openness, scale, and the diversity of opportunities associated with the exhibition center and its role as an international venue.

The guide included detailed references and image categories that help the Belexpo team work consistently with visual content. These include urban environments, architecture, art, national cuisine, holidays, cultural events, and other themes through which the brand can speak about the country, its people, atmosphere, and the potential of the space. This approach helps form a cohesive image of Belexpo: a modern center that represents Belarus confidently, beautifully, and at an international level.

The final result of the project was a brand book — a practical tool for the Belexpo team. In it, Fabula Branding documented the rules for working with the brand’s visual and verbal elements and described the principles for using the logo, corporate colors, graphics, communication messages, and photo style.

The brand book helps maintain a unified brand image across all touchpoints: from business presentations and advertising materials to wayfinding, digital channels, and spatial design.

 The project required deep immersion in the specifics of the exhibition center, a study of its audiences and the opportunities offered by the new building, including team visits to the construction site and a thorough analysis of the future space.

As a result, Belexpo received a modern brand system that reflects its new scale and emphasizes the flexibility and transformational potential of the venue, while remaining restrained enough to work organically in an environment of events, exhibitions, and forums. 

“Belexpo is a large, complex, and highly layered space that needs to be clear and attractive to completely different audiences: businesses, visitors, event organizers, and the center’s own team. It was important for us to find a solution that would not overload the environment, while still giving the brand a strong and recognizable national character.”

“We worked extensively with the space itself, studied its possibilities, the logic of people’s movement, and future usage scenarios. As a result, the idea of an extra space emerged — a place where an event gains more scale, more impressions, and more opportunities. This idea became the foundation for the brand’s positioning, visual system, and communication.”

“After the construction of the new building, it was important for us that the Belexpo brand corresponded to the center’s new level. We wanted to preserve recognizability while also showing that today Belexpo is a modern, flexible, and multifunctional venue for a wide variety of event formats. As a result, we received a complete brand system that is convenient to work with: from communication and wayfinding to the brand book and practical usage guidelines. For us, this is an important tool for further development.”