Nicholas Nelson Branding Marketing Designer fierce inc ATD tradeshow booth design

Fierce attended a yearly conference with attendees nearing 10,500 over 3 days. The challenge was how to curate a memorable experience that stands out among the sea of competition for attention. One that connects with potential customers, 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 over arching strategy for the event that would translate across all marketing touch-points. We landed on the idea of exploring "be fierce." I started dissecting the phrase into a mind-map and examined for patterns. 

Next stage was to explore ideas around how to visually represent learnings from the mind-maps. 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 given at the event. 

Nicholas Nelson Branding Marketing Designer fierce inc ATD tradeshow booth design logo
Nicholas Nelson Branding Marketing Designer fierce inc ATD tradeshow booth design logo concepting

The next stage was design and development of 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 which could be seen from the entire show floor. I then brought the structure to life working with my team on copy and design concepts. 

Nicholas Nelson Branding Marketing Designer fierce inc ATD tradeshow booth design concept
Nicholas Nelson Branding Marketing Designer fierce inc ATD tradeshow booth design concept
Nicholas Nelson Branding Marketing Designer fierce inc ATD tradeshow booth design concept

I envisioned a booth experience that catered to auditory, kinesthetic and/or 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.

Nicholas Nelson Branding Marketing Designer fierce inc ATD tradeshow booth design concept drawing
Nicholas Nelson Branding Marketing Designer fierce inc ATD tradeshow booth design interaction

Attendees had an opportunity to interact with 3 photo op towers within the space. Users snaps 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 2 copies of your posted shot. 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 space feel alive with attendees faces hanging throughout the space and help strengthen brand recognition with attendees long after the event came to a close.

Nicholas Nelson Branding Marketing Designer fierce inc ATD tradeshow booth design social media printer
Nicholas Nelson Branding Marketing Designer fierce inc ATD tradeshow booth design social media printer