{"id":151511,"date":"2025-10-31T11:29:36","date_gmt":"2025-10-31T11:29:36","guid":{"rendered":"https:\/\/www.mauriziolacava.com\/?post_type=projects&p=151511"},"modified":"2025-10-31T11:29:36","modified_gmt":"2025-10-31T11:29:36","slug":"haier-presentation-ifa-berlin","status":"publish","type":"projects","link":"https:\/\/www.mauriziolacava.com\/en\/projects\/haier-presentation-ifa-berlin\/","title":{"rendered":"Haier IFA"},"content":{"rendered":"\n
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How MLC unified voices and content into a coherent, clear, and powerful story.<\/p><\/div><\/div>\n\n\n\n

One voice for many brands: Haier\u2019s Presentation at IFA Berlin<\/h1><\/div>\n\n\n\n
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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.<\/p><\/div><\/div>\n<\/div>\n<\/div>\n\n\n\n

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cLIENT BACKGROUND<\/p><\/div><\/div>\n\n\n\n

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Haier is one of the world\u2019s 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.<\/p><\/div><\/div>\n<\/div>\n\n\n\n

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cHALLENGE<\/p><\/div><\/div>\n\n\n\n

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

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.<\/p><\/div><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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EXECUTIVE SUMMARY<\/h4><\/div>


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.<\/p><\/div><\/div>\n\n\n\n

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Challenge<\/h4><\/div>


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.<\/p><\/div><\/div>\n\n\n\n

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Solution<\/h4><\/div>


MLC developed a unified narrative structure and a shared master deck, updated in real time together with Haier\u2019s teams, ensuring coherence, quality and a fluent, high-impact on-stage story.<\/p><\/div><\/div>\n\n\n\n

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RESULT<\/h4><\/div>


A cohesive, visually and narratively powerful presentation that amplified each brand\u2019s voice while maintaining one unified story on the IFA Berlin stage.<\/p><\/div><\/div>\n\n\n\n

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SERVICES<\/h4><\/div>


#Presentation Design
#Corporate Storytelling
#Slide Master
#Brand Identity<\/p><\/div><\/div>\n<\/div>\n<\/div>\n\n\n\n

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SOLUTION<\/p><\/div><\/div>\n<\/div>\n\n\n\n

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MLC established a workflow based on a unified narrative structure<\/strong> and a consistent visual system<\/strong>, one capable of embracing each brand\u2019s distinctiveness without losing the bigger picture.

Everything revolved around a single \u201cmaster deck\u201d<\/strong> 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<\/strong>: MLC worked side by side with Haier\u2019s 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<\/strong>, with careful attention to rhythm, readability and emphasis points, helping speakers perform with confidence and engage the audience more effectively.<\/p><\/div><\/div>\n\n\n\n

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\u200bTHE MLC APPROACH<\/h3><\/div><\/div>


Beyond a simple visual redesign, this project defined an entirely new strategic approach<\/strong> to<\/strong> storytelling<\/strong>.
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<\/strong>: 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\u2019s teams.<\/p><\/div><\/div>\n\n\n\n

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THE INSIGHT<\/h3><\/div><\/div>


In a context where content came from multiple sources, the real challenge was to create a single voice<\/strong> 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<\/strong> 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.<\/p><\/div><\/div>\n\n\n\n

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THE PROCESS<\/h3><\/div><\/div>


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 \u201cwar room\u201d, where MLC managed real-time updates<\/strong> and content integration<\/strong> to ensure full coherence right up to the day of the presentation.<\/p><\/div><\/div>\n<\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n

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RESULTS<\/p><\/div><\/div>\n<\/div>\n\n\n\n

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

Feedback from Haier\u2019s teams and business units was overwhelmingly positive<\/strong>: everyone recognized MLC\u2019s 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\u2019s most competitive arenas.<\/p><\/div><\/div>\n<\/div>\n\n\n\n

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