From DIY setup to driving revenue.

How Steel Blue took their trade show game to the next level

For Steel Blue, this trade show isn’t just another date on the calendar. It’s their Champions League final. The biggest moment of the year. Deals are closed. New partnerships begin. And attendees walk the floor wearing their name. 

Ready to grow 

Steel Blue is a trusted name in Australia. Known for premium safety footwear built to last. But in the EMEA region, Europe, the Middle East, and Africa, brand awareness was still developing. 

That had to change. 

The message from headquarters in Perth was clear: 
"It’s time to grow. Be bolder. Show up like a market leader." 

Up until then, Steel Blue had been using standard modular exhibition systems. Safe. Familiar. Predictable. But not premium. And definitely not distinctive. The kind of setup that blends in, not stands out. 

That no longer fit. 

Customers choose Steel Blue for protection. But also to show they value quality. The exhibition stand needed to reflect that same standard, strong, sharp, and built to impress. 

So the EMEA team, led by Marketing Manager Daphne Ros, started the search. Not for a stand builder. For a true partner. One that could help shape strategy, create impact, and push the brand forward. 

Sustainability was non-negotiable. Not because HQ demanded it, but because the EMEA team believes in it. Real change comes with responsibility. 

Choosing KOP 

Steel Blue met with three agencies. One stood out above the rest: KOP. 

Not just because of a great design. But because they offered the full package. 

• A bold, premium concept 

• End-to-end thinking, from strategy to execution 

• A professional, no-nonsense process 

• A strong sustainability mindset, from materials to logistics
   

What couldn’t be made sustainable wasn’t swept under the rug. KOP was honest. Transparent. Real. 

Steel Blue ran the proposal through their internal channels. Every box checked. Every promise backed. 
Daphne Ros: "That wasn’t the deciding factor, but it confirmed what we already knew. KOP was the right call." 

Built for Business 

Since then, Steel Blue and KOP have worked side by side, not just to build a striking exhibition stand, but to deliver measurable business results. 

Daphne Ros has been involved from day one. She looks back with pride. But more importantly, she looks ahead. Because growth doesn’t stop. It scales. 

What’s Next? 

There’s always room to improve. Less plastic waste. Smarter material choices. More conscious decisions. 
At Steel Blue, sustainability isn’t a marketing hook. It’s a core belief. A commitment to doing better, for people and planet. And it’s an ongoing journey. 

Eyes on the Future 

When your customers are professionals who stand strong in their work, your brand has to do the same. And move forward. 

Daphne Ros sums it up: 
"We hit our goals for revenue and professionalism. Now we’re setting the bar higher with new trade show targets. 
Will we get there? Absolutely. 
We’re just getting started."