Events & Trade Fairs · Belgium · 2025
BILT
Three separate Belgian trade fairs. One strategic question: keep building a house of brands, or unite them under a single powerful identity? After months of research, the answer was clear.
Three separate Belgian trade fairs. One strategic question: keep building a house of brands, or unite them under a single powerful identity? After months of research, the answer was clear.
BILT - Build, Inspire, Live & Transform - is the new umbrella brand that unites three of Belgium's leading construction and home trade fairs: Bis, Wonen, and Bouw&reno. Organised by Easyfairs, these events run across Ghent, Mechelen, and Antwerp and collectively reach hundreds of thousands of visitors each year.
But BILT is more than a rebrand. Alongside the three physical fairs, Easyfairs is building a 365-day digital platform that guides builders, renovators, and interior enthusiasts with inspiration, expert advice, and the right connections - year-round, not just during the nine days a year the events run.
When Easyfairs approached The Brand Guys, they were sitting on a fundamental tension. Three strong events, three well-known names - but running side by side, with fragmented attention and no shared brand story to carry them forward.
The question wasn't cosmetic. It was architectural: do we continue as a house of brands, or do we build one brand powerful enough to carry everything?
"After months of research with visitors, exhibitors and a full competitive analysis, the conclusion was unambiguous: too many brands for the same story creates fragmentation and blocks the build-up of one strong, distinctive brand."
- Dries Henau & Yuri Vandenbogaerde, The Brand Guys
Through the COBRA™ sprints, we ran deep research with visitors, exhibitors, and the competitive landscape. We mapped the emotional drivers behind the building and renovation journey, defined the power group, and built the strategic case for a single umbrella brand.
From there, we developed the brand name BILT, the positioning, the brand story, the look & feel direction - and the narrative framework that ties the physical fairs and the digital platform together into one coherent ecosystem.
The insight at the heart of it: building or renovating isn't a six-day event. It's a project of months, sometimes years. People need guidance before, during and after. BILT exists to be that guide - physical and digital, all year long.
"We take the builder or renovator by the hand throughout the entire journey - all year round. Too often, building or renovating feels like a burden: a maze of choices, quotes, technical details and timelines. But at its core, it's something beautiful - you're shaping the place where life happens. We believe that moment deserves more enthusiasm, more ease and more meaning."
- Farida Martens, Organiser BILT