Pre-2018 Exhibit Wall
Old Exhibit Asset Pre-2018
Old Exhibit Asset Pre-2018
Old Exhibit Asset Pre-2018
Old Exhibit Asset Pre-2018
Old Exhibit Asset Pre-2018
Redesign Progress Gallery: Pre-print Proofs, Assembly proofs, and First Exhibit Layout Design
Double sided graphic wall pre-print proof
Pedestal pre-print proof
Halo pre-print proof
Proposed Show Layout Design 10'x20'
Proposed Show Layout Design 10'x20'
First in-house Assembly
Monitor hole on back side not cut by printer
Visual Proof from printer
Halo first in-house assembly
Context
The brief, to redesign the existing trade show booth graphic wall to better represent the newly formed parent company group, Samuel Automation Solutions Group, while still tying in the current divisions of Systematix Inc and CAID Automation. The new graphic wall needed a minimal design aesthetic that conveyed the brand message clearly while representing the two industry focuses of Transportation and Life Sciences. In addition, the design materials or involved visuals need to wear well physically and age well visually without becoming a dated-looking asset. The addition of video capability would be nice to have. A decision needed to be made to either reskin the old back wall or completely redesign and have a new back wall made.
Method
The process began with extensive research into the target audiences (Life Science and Transportation), including potential clients and other industry stakeholders. This research included reviewing the current graphic wall and costs to reskin, analyzing the industry's current design trends and colour schemes, and exploring design elements that would connect with the target audiences. I also interviewed key stakeholders from the marketing department of the parent company, Samuel Son & Co, to gain insights into the brand and its values and understand the specific design challenges to address. During this stage, I was connected with the chosen vendor I was to use.
Design Process
The design process began with concept development and investigating what exhibit build options were available from the vendor—the vendor's experience and knowledge allowed for valuable additions to the possible design solutions. Several design options were presented to the client, including the addition of vertical display podiums, double-sided printing of the back wall for flexible messaging and an overhead Halo for extended visual reach. After receiving feedback, the chosen back wall, multi-podium, and Halo design were refined and submitted for final approval. However, the cost and effectiveness of the Halo were questioned and quickly thrown out. Next, I made and presented a visual style board of existing competitors and the extended reach benefits of overhead halo advertising to the client. As a result, the decision to not use a Halo was reversed to embrace the addition of the Halo. I then worked with vendors to ensure the design was printed and produced to the highest standards and managed the installation of the graphic wall at the first trade show.
Solution
The final design solution included a printed jersey fabric sleeve style double-sided graphic wall that was clean and minimal in design, featuring a colour scheme consistent with the existing parent brand. The double-sided back wall allowed the freedom to differentially represent both client industries of focus in the most robust way with specific supporting imagery connecting with the target audiences in the Transportation and Life sciences industries. The walls represented the parent company group messaging while still tying in the current divisions of Systematix Inc and CAID Automation, with logo-branded printed jersey podium sleeves for the front of the booth to represent the different divisions. The Halo over the exhibit featured the inverted-coloured Samuel ASG logo on the black base coloured outside and the brand campaign message logo "We Are Automation" on a brightly coloured red on the inside. The finished design allowed a 21-inch monitor to be mounted in the middle of the wall for a looped company video reel with dynamic updatable messaging.
Results
The client was extremely satisfied with the final design solution and received positive feedback from trade show attendees. Quantitative data indicated an increase in booth traffic and engagement compared to previous years. At the same time, other feedback showed that the new trade show design effectively conveyed the brand message, brought a more energetic visual message and represented the parent company group. I successfully overcame the challenge of incorporating the different divisions into the design while maintaining a minimal aesthetic. The double-sided design was a space and cost-saving solution that added value and flexibility to the exhibit. Overall, the design solution successfully achieved the project goals and objectives and exceeded client expectations.
