Corporate trade shows don’t have the most exciting reputation. Hyve wanted to shake things up by setting new benchmarks for the category, creating and owning the must-attend events in sectors like energy and fashion.

We envisioned Hyve as a fresh take on the tired world of business trade shows.

We wanted to evolve Hyve from emerging market player to global events leader, energising around the belief that meaningful human interactions are the most powerful levers for business success.

And in a world increasingly detached through technology, celebrating real human connections gave Hyve the high ground to rethink the role of the trade show.

Working with the Hyve team, we repositioned the brand in the events world with a new strategy and a new name. By renaming ITE Group ‘Hyve’, we strengthened the company’s new identity as a living community, buzzing with energy.

Together, we also put in place new brand experience pillars of Community, Content, and Commerce. Which gave Hyve the momentum to host and inspire the moments that move business forward. Guided by a new focus and a new name, Hyve are revolutionising the industry – bringing people together through unrivalled experiences and invaluable human interactions.