Project Context
Innovate Bites was once the group name of the highly successful Hancocks and Bonds Confectionery; confectionery suppliers. With their breadth of knowledge and range of products they would regularly exhibit at various trade shows throughout the calendar year. As with all companies, these sorts of events were advantageous in expanding the reach of the company, highlighting products and services to new customers, and maintaining strong relationships with current customers and suppliers.
Previously the designs of the stalls were very basic, lacking in character, using the same tired roll up signs that had been used for years. This was due to the lack of skill in-house to provide bespoke designs as well as the need to pay a premium for any design services rendered via the exhibition organisers. I was therefore tasked with designing the stalls artwork, with direction from the key stake holders, to attract new custom and highlight a couple of the companies' major brands. This saved the company the additional expense, provided them with more creative control and allowed the stall to follow their vision through utilising my skillset as one of their employees.
Key Insights
Having discussed with the sales and marketing managers which brands, range of products and services that are to be advertised, I knew what areas of focus were needed within the design work. I also liaised with personnel whom would be manning the stall to find out their requirements as well as any pain points that they had encountered at previous exhibitions.
- Positioning of the stall could have a negative impact on footfall, so the design needed to be bright and colourful to attract attention.
- The main focus was to promote Hancocks own kids range 'Crazy Candy Factory' as well as the Bonds of London ranges.
- A couple of stools and a table were needed to sit with customers as well as providing a chance for the team to give their feet a rest from time to time.
- Space needed to be provided to position the sweet stands on display.
Design Requirements
The artwork for the exhibition stand needed to stand out to encourage engagement and attract potential custom. The end goal was to create a space where new customers could be drawn into the magic of the confectionery world and also allow for new connections and rapport to be built with customers.
1. A bright colourful design was needed that followed brand guidelines.
2. Hanging bag stands needed to be incorporated into the design.
3. On a budget and with limited furniture, a functional space needed to be planned out.
4. A 3D mockup of the stall was to be made for visualisation.
3D Models and Artwork
Final Thoughts
Using the brand and product ranges bright colours, a design was created to stand out within a busy exhibition hall. Having only a limited budget for furniture and props the layout had to be minimal but also careful consideration for the positioning of the sweet stands on display. My skills in 3D modelling were advantageous here as I was able to model the stand to scale and render what the stand would look like when set up. The characters and design elements were positioned within the artwork to compliment the stand positions, appearing to be stood on top shelves and the stands. Key messages were also incorporated into the design as a point of reference for the companies' sales representatives as well as talking points for visitors to the stand.
