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About the project
Hazel’s presence at trade shows is an importart part of Sales and Marketing. The previous trade show booths did not reflect the brand's current direction, and hadn't lead to meaningful conversations. Additionally, the space available for meetings was lacking, and the standard screen provided with the trade show exhibitor package was not large enough to prominently display video content.
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The solution
The design of the booth was elevated, removing unnecessary decorative visuals for a cleaner, bolder approach that was more aligned with the refreshed brand identity. Collateral also received a total overhaul. Rather than loose leaf one-pagers, I opted for trifold brochures that highlighted specific crops.
The booth footprint was also expanded to accommodate a larger table and feature the screen more prominently. This methodology was applied to multiple shows. Whether I was working with a 3rd party exhibition design agency, or the trade show coordinators themselves, I sought to ensure the booth design remained consistent and spacious enough to host multiple meetings.
Additionally, the collateral overhaul created a more consistent, refined visual presence and included QR codes for customers to scan and view crop-specific landing pages.
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Results
More meaningful conversations were held by show attendees. There was more opportunity for both scheduled and impromptu meetings, and an increased number of visitors who were drawn to the booth simply by the bold, captivating design. Both the printed and digital collateral allowed us to track and attribute online traffic to the show, and provided the opportunity for follow-up post-show.
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