How MLC unified voices and content into a coherent, clear, and powerful story.

One voice for many brands: Haier’s Presentation at IFA Berlin

Haier entrusted MLC with redesigning the presentation for the stage at IFA Berlin, one of the most important international trade fairs in the technology and home appliance sectors.

With the goal of merging the identities of several brands within the group, such as Haier, Candy, and Hoover, into a single, fluid narrative and in a context where content came from different teams, the MLC team succeeded in crafting a unified narrative and visual voice, maintaining order, rhythm and consistency from start to finish.

cLIENT BACKGROUND

Haier is one of the world’s leading players in home appliances and smart home solutions.
Every year, the company participates in IFA Berlin to showcase the latest innovations from its brands.

The 2025 edition involved multiple teams, each with their own products and materials, all to be aligned into one presentation for an international audience.

cHALLENGE

The main challenge was to reconcile multiple brand identities, each with its own tone of voice and visual style, into one coherent story.

The presentation needed to allow several speakers to alternate on stage without breaking the flow or diluting the sense of unity.

The structure had to remain flexible and modular, yet unmistakably part of the Haier family.

EXECUTIVE SUMMARY

MLC partnered with Haier to create a unified, coherent presentation for the IFA Berlin stage. Through a shared narrative framework, a modular visual system, and real-time co-creation, the team ensured consistency, clarity and impact despite constant updates and the complexity of a multi-brand, multi-speaker project.

Challenge

To merge distinct brand identities, each with its own visual and verbal language, into a single narrative, enabling multiple speakers to alternate seamlessly on stage.

Solution

MLC developed a unified narrative structure and a shared master deck, updated in real time together with Haier’s teams, ensuring coherence, quality and a fluent, high-impact on-stage story.

RESULT

A cohesive, visually and narratively powerful presentation that amplified each brand’s voice while maintaining one unified story on the IFA Berlin stage.

SERVICES

#Presentation Design
#Corporate Storytelling
#Slide Master
#Brand Identity

SOLUTION

MLC established a workflow based on a unified narrative structure and a consistent visual system, one capable of embracing each brand’s distinctiveness without losing the bigger picture.

Everything revolved around a single “master deck” built in PowerPoint, designed with shared rules, layouts and components that ensured coherence even as new content was added.

The process was run through live co-editing: MLC worked side by side with Haier’s teams, integrating materials and feedback in real time, managing tight deadlines without compromising quality.

At the same time, every section of the presentation was optimized for on-stage delivery, with careful attention to rhythm, readability and emphasis points, helping speakers perform with confidence and engage the audience more effectively.

THE MLC APPROACH

Beyond a simple visual redesign, this project defined an entirely new strategic approach to storytelling.
The narrative was built as a single journey, where each brand found its own space without interrupting the overall flow.

Visual consistency was treated not as uniformity, but as harmony: a system that allowed each identity to remain distinctive while belonging to a unified story.
Achieving this required a precise balance between structural discipline and creative freedom, supported by ongoing collaboration between MLC and Haier’s teams.

THE INSIGHT

In a context where content came from multiple sources, the real challenge was to create a single voice that could speak for all without losing the richness of each.

MLC understood that the audience at IFA expected clarity, innovation and impact.

To meet this, the team shifted the perspective from a fragmented, brand-by-brand approach to a strategic narrative system that made the presentation feel like one cohesive story.

This insight turned storytelling into a tool for differentiation, positioning Haier as a unified, forward-thinking group in one of the most competitive arenas in the industry.

THE PROCESS

The project unfolded in several phases: first, defining communication goals and the overarching story structure, then developing the master deck with a shared visual language, and finally integrating contributions from the different brand units.

In the final weeks before the event, production turned into a true “war room”, where MLC managed real-time updates and content integration to ensure full coherence right up to the day of the presentation.

RESULTS

The outcome was a single, fluid and coherent presentation, one that gave each brand its own voice without breaking unity.

Feedback from Haier’s teams and business units was overwhelmingly positive: everyone recognized MLC’s ability to maintain clarity and brand identity in a highly complex and time-sensitive context.

During the event, the presentation proved to be a key asset for the speakers, helping them deliver a more engaging story on stage and distinguishing Haier from competitors in one of the industry’s most competitive arenas.

CONCLUSION

When multiple brands need to speak with one voice, method is the key.
Through a solid narrative framework, a coherent visual system and real-time collaboration, MLC helped the Haier Group create a presentation that enhanced each identity while maintaining unity and expressive strength.

The result was a story that was unique, precise, and authentic — an example of how complexity can be transformed into a simple, impactful stage experience.

CLIENT FEEDBACK

The press conference was very well received by everyone.
We’d like to thank you for your support and for handling all the last-minute presentation changes with such great responsiveness.

Haier Team

PROJECT OWNER

Federica – Project Manager

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