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As the lead designer and manager of a project for Fierce, I faced the challenge of creating a standout experience at a conference with 10,500 attendees over three days. The goal was to make a lasting impression, connect with potential customers, and ignite curiosity about our company.
Role: Strategy | Art Direction | Design
Deliverables: Brand Identity | Visual Identity System | Art Direction | Print | Campaign Design | Trade Show Booth Design
To devise a comprehensive strategy, my team and I focused on the concept of "be fierce." I meticulously dissected the phrase, creating a mind map to identify patterns and insights that would guide our creative direction.
Once we had a clear understanding of our strategy, I translated our insights into captivating visuals across various marketing touchpoints. The final concept was applied to event print ads, tote bag inserts, swag, landing pages, website design, prezi display, and executive presentations.
To make a lasting impact, I spearheaded the design and development of a 20' x 20' tradeshow experience. Collaborating with Exhibits Northwest, a tradeshow fabricator, we created an open floor plan centered around a 40' tall corkscrew sign, acting as a captivating beacon visible from the entire show floor.
Taking into account different learning styles, I envisioned a booth experience that catered to auditory, kinesthetic, and visual preferences. We created an environment conducive to approachable conversations, incorporated interactive signage, and provided engaging photography elements.
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To strengthen brand recognition and leave a lasting impression, we designed a photo-op area within the booth. Attendees were encouraged to take photos and share them on social media using the hashtag #befeirceatd.
They could then print two copies of their photo using a social media printer. One copy was displayed on magnetic panels within the booth, while the other was taken home, creating a vibrant and memorable atmosphere.
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