Denmark’s leading Model Railway train manufacturer
FLEXIBLE OPTION: Days per month
SERVICES: Catalogue Design / Exhibition Stand Design / Media Advertising / Icon Design / Infographics
Heljan, a leading model train manufacturer, felt their brand was being overlooked at exhibitions. Despite producing top-tier models, their exhibition stands lacked the visual impact needed to differentiate them from competitors. They felt ‘lost’ at events, blending into the background, and not effectively communicating the excitement and quality of their products. Heljan realised they needed a fresh, modern approach to their overall branding—not just for their exhibition presence, but also across their marketing materials.
Their first priority was to create a catalogue that would set the tone for their new visual identity, showcasing their models and future launches. But they also needed to ensure that this refreshed identity extended seamlessly to their exhibition stands and other marketing channels, giving them a cohesive and powerful brand presence.
We worked closely with Heljan to overhaul their visual branding, starting with the design of their catalogue and extending that style to their exhibition stands and marketing materials. After exploring two design concepts, Heljan quickly chose one that embodied their modern vision. We incorporated their feedback to finalise the design and created a series of custom pictograms to help customers easily understand the features of each model. These icons were also integrated across the brand’s communications for consistency.
For the catalogue cover, we broke away from industry conventions by using a coloured technical drawing of a new model, spread across the front and back covers. This design differentiated Heljan from competitors who traditionally used photographs of trains. It reinforced their attention to craftsmanship and innovation. Once the catalogue was completed, it was printed and dispatched to three key regions.
We didn’t stop there. Recognising that Heljan’s presence at exhibitions needed an equal refresh, we applied the same modern, cohesive design from the catalogue to their exhibition stands—both small and large—ensuring their entire brand identity was unified and impactful. This full integration created a seamless brand experience, from print materials to physical events.
Heljan launched their new catalogue and exhibition stand at one of the UK’s largest model train events, receiving exceptional feedback from both customers and competitors. Their refreshed visual identity not only garnered attention but also translated into a significant boost in sales. The success of the catalogue led to it becoming an annual publication, with Heljan’s competitors even asking who was behind the design.
The consistent, powerful branding across all touch points gave Heljan the presence and confidence they had been missing. They no longer felt overshadowed at events and have since become a prominent player in the industry. Heljan continues to partner with Squark Design on a monthly basis for ongoing visual branding, from advertising campaigns to website visuals, allowing their team to focus on core business activities while their brand continues to attract their ideal customers.
Heljan now collaborates with Squark Design monthly for ongoing brand management, allowing them to attract their ideal customers while freeing up their staff to focus on other business areas.
“We’ve worked with Michelle at Squark Design for several years and we have always been delighted with the results. She has designed and arranged the production of various important items quickly and efficiently, from our annual product catalogue to event stands, advertisements, tablecloths and promotional material. She’s a pleasure to work with; always creative, helpful and quick to suggest improvements if required. She ‘gets’ the brief quickly, delivers what we ask for and is not afraid to ask if there’s anything she doesn’t understand. We would not hesitate to recommend her services to other businesses.”
Kim Nannestad, Owner,
Heljan A/S, Denmark
