Markenkrieger × Wangen Pumps × CRI-MAN
Trade Fair Presentation
Wangen & CRI-MAN Pumps
The Challenge
Markenkrieger has been a long-term agency partner of THEAFOX, with a continuously growing body of work across a wide range of projects. The commission: a self-running trade fair presentation film for two pump manufacturers — Wangen Pumps and CRI-MAN — covering the application areas, key specifications, and benefits of both product ranges in a single cohesive film.
The central challenge was one of brand identity. Wangen Pumps and CRI-MAN are two entirely separate companies with distinct corporate designs — Wangen defined by blue, CRI-MAN by orange. Merging both brands into one unified film without either identity overpowering the other required a careful visual strategy. On top of that, the trade fair date was fixed and immovable: the biggest challenge was gathering, structuring, and presenting all technical information cleanly within a very tight timeline — and delivering the entire film in two language versions.
Our Approach
The film is built around a 3D biogas plant as its narrative backbone. The opening establishes the complete facility as an overview, with each pump product visually located at its actual position within the plant. From there, the presentation moves through each pump in sequence — every product gets its own dedicated slide highlighting construction, function, technical specifications, and the specific areas within the facility where it performs best.
This structure makes the technical content immediately tangible. Rather than presenting specifications in isolation, every data point is anchored to a real-world context the audience can follow. The dual-brand challenge was handled through a deliberate compositional and colour strategy: brand-specific sections occupy their own visual space while shared structural elements — transitions, typography, layout logic — maintain continuity across both identities throughout the film.
The complete presentation was produced in two language versions, ready for deployment across different markets without additional post-production work.
The Result
A polished, self-running trade fair film that presents two competing brands and their pump systems within a single coherent narrative — technically precise, visually professional, and built to run unattended in an exhibition environment. Both corporate identities remain clearly distinct and recognisable throughout, while the film reads as a unified whole.
Complex technical content is communicated accessibly, both product ranges are immediately identifiable, and visitors receive a complete overview in a focused and engaging format — available in two languages, ready for any market.