The Initial Situation
When a New Brand Takes on Established Publishers
The Frankfurt Book Fair is one of the most important events in the international book industry. Amid well-known publishers and thousands of new releases, it is particularly difficult for a new publishing house to attract attention.
Sorriso Verlag faced a twofold challenge:
• raising awareness of a previously unknown brand
• clearly communicating its publishing concept
After all, the real difference wasn’t in the books themselves, but in the idea behind them. The publisher wanted to give authors the chance to publish a high-quality book even without a large budget. It was precisely this message that had to be conveyed clearly within just a few seconds.
The Target Audience
When authors are looking for a publisher that takes their ideas seriously
The trade show presentation was aimed at:
• Emerging authors
• Independent authors
• Experts with specialized knowledge
• Companies looking to use books as a marketing tool
This target audience isn’t just looking for a publisher. They’re looking for a partner who understands their idea and provides professional guidance throughout the publishing process. The trade show booth therefore had to, above all, build trust.
The Communication Concept
When a Publishing House Becomes an Opportunity for Authors
The focus wasn’t on the individual book. The focus was on the people who want to tell their stories.
That’s why we developed a communication strategy that defined the publishing house not by its range of services, but by the value it provides:
Everyone has a story worth telling.
The trade show booth made it clear that Sorriso doesn’t just produce books—it supports authors from the initial idea to the finished book. This created an emotional brand message that clearly set it apart from traditional publishers.
The Booth Solution
When Trust Becomes More Important Than Shelf Space
The trade show booth was deliberately designed to be open and inviting. The focus was not on the number of books on display, but rather on the interaction between the publisher and the author. Clear brand messaging, welcoming conversation areas, and a high-quality presentation created exactly the atmosphere that reflected the publisher’s identity:
Personal.
Professional.
Collaborative.
In this way, the trade show booth became the first public appearance of a new publishing brand.
The result
When an Idea Becomes a Brand
With its first appearance at the Frankfurt Book Fair, Sorriso Verlag successfully established itself as a new publishing brand. The booth drew attention to a publishing concept that deliberately targeted authors who often struggle to get a chance with traditional publishers. The clear positioning made it easy to understand what the publisher stands for:
Providing professional support to authors—regardless of the scope of their project or their budget.
This resulted in a brand identity that laid the foundation for Sorriso Verlag’s visibility and authentically conveyed the company’s values to the outside world.
About Our Client, Sorriso Verlag
Sorriso Verlag was founded to offer authors a professional way to publish their books—even if they don’t want to take the traditional route through major publishing houses. The publishing house supports authors from the initial idea through editing and design all the way to publication and marketing. The focus is on personalized support, high-quality production, and fair opportunities for new authors.
