Case study · Segma
Product Launch
Scenographed roadshow to position cloud software in a cautious accounting market, without diluting the message between product and brand refresh.
GOOD VIBES events
- Modular scenography deployable across multiple sites in the greater region
- Event signage consistent with the new SEGMA identity
- Product showcase setup integrated into the scenographic environment
- Logistical coordination of the multi-site roadshow
The insight
A cloud solution for accountants is not sold on technology, but on reassurance. The traveling roadshow transforms product demonstration into a proximity experience, where the new visual identity serves as tangible proof of controlled modernity.
Our deliberate choices
- Forgo a single central event to favor multiple regional showcases, creating intimacy conducive to trust.
- Avoid any disruptive or tech-first discourse: the vocabulary remains anchored in the business realities of accountants.
- Integrate the visual identity as a scenographic element, not as a separate subject from the product.
- Favor clean, premium scenography rather than spectacular staging, to respect sector codes.
The challenge
The problem
SEGMA, a company specializing in IT solutions, wanted to launch their new 100% online accounting software in Luxembourg. They also wanted to present their new visual identity at the event. The target audience was primarily accountants from the greater region.
- Saturated and cautious accounting market
- Balance between product presentation and new identity
- Technical credibility of a 100% online solution
- Geographically dispersed regional audience
Our response
To meet SEGMA's expectations, we proposed a creative solution: a compelling roadshow. We organized a series of traveling showcases to present the accounting software exclusively and highlight their refreshed visual identity. This unique approach effectively engaged the target audience and created a memorable experience.
- Multi-site traveling roadshow
- Clean, premium scenography
- Live software presentation in professional context
- Signage consistent with the new identity
Strategic approach
We prioritized repeatability of the setup rather than a one-off event: a modular booth deployable in multiple stages, allowing us to reach the audience in successive waves. This choice demands absolute discipline in scenography, because each iteration must be identical in perceived quality.
Roadshow format
Series of traveling showcases rather than a centralized launch. This choice allows us to reach a dispersed audience with a consistent setup, while creating a repeatable experience that reinforces the impression of professionalism. Logistics becomes a credibility factor: each stage must offer the same level of finish.
Clean scenography
A premium scenography that embodies brand modernity without visual excess. The booth highlights the product through its purity, clean lines and structured signage. For an accounting audience, restraint signals seriousness. Every scenographic element serves message clarity.
Live product activation
Live demonstrations of the accounting software in a professional context. The live format shows the fluidity of the interface and answers technical questions on the spot. This setup transforms the showcase into a direct point of contact, where credibility is built through proof rather than discourse.
Identity coherence
Systematic application of the new visual identity across the entire setup: scenography, signage, presentation materials. The roadshow becomes the first arena for the brand's expression in physical space. Every visual touchpoint reinforces the perception of modernity and technical mastery.
How we worked
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01
Framing
Analysis of market positioning and expectations of accounting audiences toward cloud solutions.
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02
Concept
Design of clean scenography embodying the new identity, adaptable to different venues.
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03
Production
Fabrication of modular setup and coordination of technical providers.
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04
Deployment
Logistical steering of the roadshow across different sites in the greater region.
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05
Support
Operational support at each showcase to guarantee experience consistency.
Results
The roadshow enabled direct contact with accountants across the greater region in a format that showcases both product innovation and brand credibility. The repeatability of the setup ensured a unified experience throughout the journey, reinforcing the perception of stability and professionalism expected by this audience.
Visual report
The visuals present the clean, premium scenography of the roadshow, illustrating the consistency of the visual identity in physical space and the quality of the live activation.
