After a long break, Norsewear was heading back to Fieldays – and a return like that needs to land. Fieldays is the largest agricultural event in the Southern Hemisphere, drawing well over 100,000 people to Mystery Creek across four days, with hundreds of exhibitors all competing for attention. For a heritage brand reconnecting with its rural heartland, the site had to do more than look tidy: it had to feel unmistakably Norsewear from across the room.

Event signage is a different discipline to permanent building signage. It has to:

• Reflect the brand’s exact colours, logo and personality
• Read clearly and pull people in from a busy, fast-moving crowd
• Stand up to whatever a Waikato June throws at it – sun, wind and rain
• Set up and pack down quickly, and be reusable for years to come

Every good expo site starts before the event. We worked closely with Georgia Gumbrell (Marketing Manager – Norsewear) and Tim Deane (CEO – Norsewear) to plan a setup that made the most of the space and gave Norsewear a strong, cohesive presence.

The centrepiece was a set of illuminated SEG walls. SEG – Silicone Edge Graphics – is the premium standard for exhibition display: printed fabric graphics with a thin silicone strip sewn around the edge that tucks seamlessly into a slim aluminium frame, giving a smooth, frameless finish with no visible joins. Lit from within, the graphics glow evenly and make the brand impossible to miss on a crowded Fieldays floor.

Around those walls, we produced and built a full display kit to bring the whole site together:

• Custom-built boxes – bespoke units for product display, fabricated with a rustic vibe in-house to suit the site and the brand.
• Sock hangers with coreflute signs – purpose-made rustic ply merchandising hangers to show off Norsewear’s range, paired with lightweight, printed coreflute (corrugated plastic) signage.
• Banners and vinyl graphics – additional branding used both internally and externally to tie the stand together and fill the space. Vinyl was applied directly to the PVC hire marquee.

Everything was designed to Norsewear’s exact brand palette and produced in-house at our Rotorua facility, with colour-accurate printing across every element. Event signage has to be light enough to transport and quick to set up, yet durable enough to reuse event after event — so material choice and build quality matter every bit as much as they do on a permanent building sign.

On the days leading up to the event, our team set up the full site on-site at Mystery Creek.

Having a great signage partner is one of the best-value marketing investments a brand can make. Utilizing a blend of portable display products and fixed signage we were able to bring the Norsewear vision to life.

The result: a bold, brand-accurate Norsewear site that stood out on the Fieldays floor and gave a much-loved Kiwi brand the confident return it deserved – plus a reusable display kit ready for the next event on the calendar.

“Norsewear partnered with StarSign to create our Mystery Creek Fieldays site. They were exceptional to deal with and did a superb job. We got frequent compliments about the professionalism of our site and the alignment of our site with the Norsewear brand. I’d recommend the StarSign team to any business wanting a professional approach to your event” – Time Deane (CEO – Norsewear)

Here are some useful links

• How to design a sign that stands out
• Download the “Star Sign – Signage and Display Playbook”