Building out-of-the-ordinary concepts, brands & experiences
BILT
What is BILT
BILT - Build, Inspire, Live & Transform - is the new umbrella brand that unites three of Belgium's leading construction and home trade fairs: Bis, Wonen, and Bouw&reno. Organised by Easyfairs, these events run across Ghent, Mechelen, and Antwerp and collectively reach hundreds of thousands of visitors each year. Alongside the three physical fairs, Easyfairs is building a 365-day digital platform that guides builders, renovators, and interior enthusiasts with inspiration, expert advice, and the right connections - year-round, not just during the nine days a year the events run.
What they asked us
Easyfairs came to us with a fundamental strategic question. Three strong events, three well-known names — but running side by side, with fragmented attention and no shared brand story. The question wasn't cosmetic. It was architectural: do we continue as a house of brands, or do we build one brand powerful enough to carry everything? After deep research with visitors, exhibitors, and a full competitive analysis, the answer was unambiguous: one brand. We developed the brand name BILT, the positioning, the brand story, the look & feel direction, and the narrative framework that ties the physical fairs and the 365-day digital platform together into one coherent ecosystem.
"Building or renovating is something beautiful - you're shaping the place where life happens."
What they say about us
"What surprised us most was how deeply The Brand Guys immersed themselves in our world. They visited every fair, talked to exhibitors, stood on the floor with our team, and spoke to every stakeholder internally. This wasn't a naming exercise — it was a complete rethink of how we go to market, what we stand for, and how we grow."
— Farida Martens, Organiser BILT, Easyfairs Belgium
