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Fierce attended a yearly conference with attendees nearing 10,500 over three days. The challenge was curating a memorable experience that stood out among the other 100+ companies. One that connects with potential customers and informs them of company offerings, sparks curiosity, and intrigues visitors to seek out more.
Role: Strategy | Art Direction | Design
Deliverables: Brand Identity | Visual Identity System | Art Direction | Print | Campaign Design | Trade Show Booth Design
Our team sat down to work on an overarching strategy for the event that would translate across all marketing touchpoints. We landed on the idea of exploring "be fierce." I started dissecting the phrase into a mind map and examined for patterns.
The next stage was to explore how to represent learnings from the mind maps visually. Once an idea surfaced, I applied the final concept to event print ads, tote bag inserts, swag, landing pages, website, prezi display, and executive presentations at the event.
The next stage was designing and developing a 20' x 20' tradeshow experience. We partnered with Exhibits Northwest tradeshow fabricators and worked with them on the structure. We landed on an open floor plan design anchored around a 40' tall corkscrew sign to act as a beacon that could be viewed from the entire show floor. I then brought the structure to life, working with my team on copy and design concepts.
I envisioned a booth experience that catered to auditory, kinesthetic, and visual learning styles. An open floor plan to inspire approachable conversations, an element of hands-on interaction with signage, and a chance to engage with photography.
Attendees had an opportunity to interact with three photo-op towers within the space. Users snap a photo of their mates posing and post the shot to IG or Twitter hash-tagged with #befeirceatd. In the center island stood a social media printer that would print two copies of your posted image.
Users were encouraged to hang one copy anywhere on one of 4 magnetic panels around the space and take the other home. The goal was to make the area feel alive with attendees' faces hanging throughout the area and help strengthen brand recognition with attendees long after the event came to a close.
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