Pop-Up Aids Expo

Are we going to see the end of the current Aids pandemic in our time? And what does it take to get there? The Pop-Up Aids Expo unlocks impressive personal stories of patients from both the Netherlands and around the world. Food for thought and introspection.

Together with partner Beewan DST concepted, designed and realised this travelling exhibition for the Dutch Aids Foundation. It travelled the country to raise awareness on hiv and Aids among young visitors (age 16 to 30).

As a kick-off, king Willem-Alexander and queen Máxima officially opened the Pop-Up Aids Expo during the May 2018 Amsterdam Red Ribbon Concert. The event was extensively covered by national news media. The expo also generated broad social media free publicity because of its easily shared photo opportunity for visitors, using a Magic Mirror.



DST was challenged by successful tomato grower RedStar B.V. to reinforce its brand using an experience based strategy, starting with brand strategy and identity, B2B brochures, packaging and trade fairs.


Seperated target groups

Based on a solid brand proposition DST identified and separated business-to-business and consumers target groups and developed a strategy for both. An endorsement model was introduced, highlighting RedStar in all individual brands and products. These include the dozens of product packaging materials for consumers, which DST developed together with specialist Brand Candy.

DST also overhauled RedStar’s logo with a fresh new look and feel, contemporary typography and illustration style. It enables RedStar to further expand its ambition as a leading grower and innovator in the food sector.

Toyota Material Handling

Contact Strategy full of experience

Toyota Material Handling (TMH) is the world’s largest manufacturer and supplier of forklift trucks and logistics and internal transport systems. Toyota Material Handling Netherlands approached DST to develop a new commercial strategy focused on participation in the Logistica 2015 trade fair in the Utrecht exhibition centre.

It used to be a stand full of forklift trucks. It became a knowledge centre full of interaction.

Knowledge leadership as a leading story

In a co-creation process we worked with the TMH sales and communication team as well as marketers on the strategy and storyline. That is how we got to knowledge leadership as a leading story. Material Handling – with the knowledge of Toyota. We used this theme as a guideline to develop a contact strategy, a trade fair plan, a new corporate film and two interactive themed exhibits.

Playful way to get talking

The trade fair plan was first put into practice at the Logistica 2015. The strategy for the stand was: experience the knowledge of Toyota. In the past, the stand was full of forklift trucks, but it had now transformed into a knowledge centre with interactive exhibits and a Toyota theatre. The exhibits worked as a playful way to get people talking. While the visitors in the theatre received in-depth information, such as by way of the new film and through knowledge sessions on the Toyota Production System (TPS).