ENVIRONMENTAL
(RETAIL&TRADE SHOW)
In many positions, I have had the opportunity to design several large scale, environmental graphics. For the most part, these graphics have been store designs and trade show booths and graphics. Some highlights include:
Brookstone Retail Store Designs
[Brookstone]
As the senior graphic designer and art director for the well-known retailer Brookstone, I had the opportunity to collaborate, direct and design several seasonal campaigns which were communicated to shoppers in three separate store designs. Each campaign had many elements ranging from small product specific signs to the massive e-walls and shadow box walls. Hero products in bold designs caught the eye of people passing the store front, and smaller, more targeted signs identified sections and product selections within the store.
As a gifting retailer, many of the campaigns appeared at specific times of the year including Mother's Day, Father's Day and the winter holidays and were customized in messaging, copy and design towards those events. In between the gifting seasons, the campaigns took on a more generic, high level approach which often times revolved around the key hero products set as priorities by the merchant organization.
Brookstone Airport Store Designs
[Brookstone]
In addition to the hundreds of traditional retail stores located in malls and free standing spaces across the country, Brookstone also operated several airport stores. Unlike their retail siblings, the airport stores all had unique designs and smaller footprints which required a more flexible system of signage and displays for airport specific product selection.
The customers also differed from the typical retail customers in many ways, so a separate approach was employed to draw them into the store. The campaigns focused on the states-of-minds that business and personal travelers were likely in, and which differ from the shoppers in a mall environment.
Umpqua Trade Show Booths
[Umpqua Feather Merchants]
Every year, Umpqua attends several trade shows in varying parts of the country, and sometimes overseas. Many of these shows are consumer shows, but the largest and most important from a business standpoint is the IFTD (International Fly Tackle Dealers) show at which the attendees are dealers looking for the new products fort he upcoming year. Therefore the primary designs of the Umpqua trade show booth are created with IFTD in mind, and are then modified or changed for the consumer shows.
The booth consists of a large 20' x 10' backdrop and several other smaller elements including the main reception booth, product kiosks, busts and stations and the always anticipated "new flies" cascading wall, The large backdrop and some of the other elements aim to establish an emotional connection between the attendees and the brand through lifestyle photography and brand level copy. The majority of the other designs become more product or category specific and aim to direct traffic and educate attendees.
AthenaHealth Tradeshow Booth
[Lapham/Miller Associates]
Designed for the B2B environment, the AthenaHealth trade show booth was designed to attract attendees at healthcare trade shows into the company's booth. The targeted audience was the management, administration and C-suite executives of healthcare institutions. As a modern, innovative and progressive healthcare IT company, AhtenaHealth desired a booth and experience that reflected and portrayed these characteristics though contemporary cool design and intelligent, focused copy.