Truckonline 72sqm booth - Solutrans Trade Show
Truckonline caters to carriers and logistics professionals who manage their fleets on a daily basis. At Solutrans, the benchmark trade show for road transport, the brand needed to assert its energy and proximity to an industry that never stops. One single promise to convey at the booth: keep everything under control, even when everything is moving fast.
AUKARÉ
expertise
The challenge entrusted to AUKARÉ: bring a dynamic brand to life without ever falling into corporate caution. Truckonline needed a booth that embraced the quirky, almost playful tone of its communication to signal a living brand rather than a player simply managing its business. Another, more practical constraint: optimize the budget by reusing furniture and overhead signage from a previous booth.
This reuse strategy is part of a multi-show strategy : repainting and redeploying an existing structure rather than rebuilding for every event.
What the team has created
AUKARÉ designed the booth with three organic-shaped overhead signs, suspended in a cluster above the space, featuring a gradient from deep petrol blue to indigo, with the Truckonline logo on the front. This aerial punctuation catches the eye from the cross-aisles in a hall saturated with classic rectangular signs. On the floor, indigo and violet echo each other in bold blocks on the partitions and carpet, sufficient to define the bar area and demonstration zone without installing a single closed partition. In terms of costs, the overhead sign was reused and repainted rather than rebuilt: plywood logo, melamine paint finish, and PVC for the displayed elements.
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Architecture & materials
Painted plywood structures most of the booth: 2.5m overhead sign, 3.5m bar counter, and back partitions. Melamine covers the reused furniture, reworked in RAL 7016 to remain consistent with the rest of the decor. A few light wood slats at the entrance corner and around the bar warm up the space without breaking the dominant blue-indigo theme. Nothing is hidden; reuse is part of the project, not a constraint to be concealed.
Colors & identity
The petrol blue of the overhead signs and the indigo of the partitions establish a cool, technological identity consistent with a software management tool. A single chromatic break disrupts this register: a bright orange wall, reserved for the boarding zone, which carries the new communication tagline, "Get on board! Everything is under control," with a deliberately quirky visual. This unique splash of color signals, without a long speech, that the brand has changed its tone.
Technical features
Two screens integrated into the front continuously display the software management demonstration. Wall signage lists the eight Truckonline services (geolocation, legal data, good driving, good payroll, truckbox, e.p box, magic key, dashcam, API), readable in a few seconds by a visitor walking down the aisle, without a salesperson needing to intervene to set the scene.
Visitor experience & journey
The journey was designed in three stages:
1. Remote capture: the three organic blue-indigo signs extend well above the height of neighboring booths, signaling Truckonline well before the direct aisle.
2. Invitation to enter: the open, barrier-free bar and the orange "Get on board!" wall break the seriousness of the transport sector and invite visitors to stop by without commercial pressure.
3. Engagement and conversion: at the corners and back of the booth, mini-presentation demo areas allow the sales team to showcase the software on screen in a short, high-impact format rather than a standard catalog pitch.
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