Trendi Mobile Tradeshow Booth
Skill Area: Graphic Design, 3D Modeling, Event Coordination
Project Overview
To support TrendiTech Inc.'s mission to tackle food waste, the company required a captivating and portable tradeshow booth to showcase its brand and core values. My role was to design a mobile campaign booth, built within a container by Steel Space, for a cross-country tour across Canada and the USA. The booth's purpose was to attract attention, provide visitors with the opportunity to sample products made from rescued produce, and educate them about reducing food waste.
My Roles
- • Event Research & Planning
- • 3D Modeling & Graphic Design
- • Logistics & Coordination
- • Brand Ambassador Guidelines
Team
While I worked closely with a cross functional team including marketing and event logistics specialists, the names of other contributors, and companies are confidential at request of TrendiTech Inc.
Ideation & Design Process
Our ideation and design process began with thorough research into successful experiential marketing activations, focusing on how other companies use mobile setups to enhance engagement. Key considerations included booth layout, visitor flow, and visual branding. From there, we developed conceptual sketches and renders to explore various booth configurations, ranging from elaborate lounge spaces to streamlined walk-up counters, aiming to balance visitor engagement with operational efficiency.
Once a general concept was finalized, I created detailed 3D models using SketchUp, allowing us to visualize the spatial layout and make adjustments to optimize flow and functionality. Throughout the process, initial designs were shared with the company’s C-suite and external experiential marketing experts for feedback. This iterative approach ensured continuous refinement, addressing logistical challenges while enhancing the overall visitor experience.
Challenges & Adaptations
Booth Layout
Initially, the booth design included seating areas for visitors to relax and enjoy smoothies made from rescued ingredients. However, after evaluating tradeshow requirements and analyzing foot traffic patterns, we opted for a more streamlined layout to improve efficiency. The final design focused on a central countertop where visitors could sample products and engage with our team quickly and effectively.
Signage & Branding
The original slogan, "f*ck food waste," was bold and attention-grabbing but faced pushback from some event organizers. To address this, we created an alternative slogan, "stop food waste," which made the booth more versatile and suitable for a wider range of event settings.
Takeaways & Final Outcome
What I Learned
This project provided valuable insights into experiential marketing and the intricacies of event logistics. Managing a large, mobile container across multiple locations highlighted the challenges of transportation, setup, and addressing technical issues. It also taught me the importance of flexibility, enabling me to adapt to the fast-paced nature of events and maintain smooth operations under pressure.
What I Would Do Differently
For future projects, I would allocate more time for sourcing materials and components, as some lead times were longer than anticipated, leading to tight deadlines. Additionally, I would focus on more detailed planning to minimize last-minute rushes and unexpected changes, ensuring the team has sufficient time to adapt to new requirements.
Final Outcome
The final booth design successfully balanced aesthetics and functionality. A simplified layout improved foot traffic management, reduced wait times, and enhanced visitor interactions. Serving as a centerpiece for Trendi’s public outreach, the booth boosted the company’s visibility and generated significant leads at major events across North America.
