Creative Direction: World of Concrete

The Challenge:

Because ConstructConnect was trying to rebrand in tandem with the trade show plans, cooperation and flexibility were going to be key in creating something that would fit the new brand. We were given an increased budget, which presented a unique opportunity to rethink our trade show approach.

The Solution and Key Deliverables:

I built a highly detailed, intuitive, mood deck to communicate with our vendors. Under my direction, the trade show team iterated on booth solutions. I consulted on the customer experience and created the final environmental graphics and other deliverables: ads, emails, swag, video reels, and accessories.

Even though ConstructConnect is a software company, its primary audience is construction professionals, and the rebrand was working to bridge the gap between “tough” and “technical”

I was originally brought onto the project as a secondary designer to relieve the brand manager when he was needed for another project. The company’s traditional approach was lacking; the logo and brand colors were applied to turn-key booth designs, and some events were planned, but they did not do much to advance the brand as a concept.

Working in close partnership with the events manager, I helped envision several core changes to our trade show approach. We invited new companies to pitch custom booth ideas, and chose a new vendor after evaluating their original work and revisions process. I developed a multi-page mood deck giving trade show specific direction to supplement the company’s emerging brand thoughts. We co-opted the strategy of amusement park rides, looking for a way to encourage attendees to “exit through the gift shop.” We started working to integrate the booth design and materials selection into the holistic brand experience.

Because authenticity was one of our brand values we did run into some budgetary concerns with using real construction materials to create the atmosphere. I participated in budget negotiations on both ends, working with the vendor to try and find suitable replacement materials while also trying to secure the funding for a visionary 40x40 trade show experience. Ultimately, there were concessions and creative solutions on both sides.

We also iterated on the type of experiences we would offer, and what giveaways would be most successful to encourage interaction with our core audience. We created shirts with slogans (popular on construction sites) and laptop stickers that would resonate with our office workers. I consulted on the uniforms our employees would wear and the positioning of staff to maximize interactions.

As fabrication went on, I oversaw the booth design team, and worked closely with them to ensure that all details were correct and reflected actual construction materials. After stock textures were rejected, I wrote extensive style guides on recreating concrete and galvanized steel textures.

I edited the reel that went on the large screen and animated the show specials. I designed the social media ads and emails leading up to the event, and advised other members of my team as they designed the sales slicks, shirts, mousepads, and laptop stickers.

The booth was an overwhelming show success, with trade show associated sales outpacing the cost of the booth (at $250k). We increased the number of leads gathered, and reports of the event said we had visitors lined up around the booth to receive a shirt in exchange for a demo. Less quantifiable, the booth made an impression that the CEO was talking about for months, I was promoted to Senior Designer (in charge of trade show experiences) and our biggest competitor reduced their plans for future shows after our experience was considerably more popular.

After I was promoted, I finalized the brand and identity for ConstructConnect, you can read about that experience here