Product Rebrand – Trade Show Exhibit

MILK exhibit design

CREATIVE BRIEF

DEMOGRAPHICS FROM SXSW 2011

KEY OBJECTIVE The Brand’s Key Objective is to provide an emotional connection with the target audience while developing a platform that is consistent with Adult Chocolate Milk’s brand and personality. The intent of Adult Chocolate Milk’s exhibit is to direct the audience to the space, graphically capture their attention, and educate them on the product.

TARGET AUDIENCE We are Communicating the Message to consumers that annually attend the South by Southwest; Music & Independent Film Festival in Austin, Texas. The common audience is male and female who range in age from 20’s to late 40’s. Obviously they have a passion for great music and supporting the independent films.

PROFESSION

MESSAGE The Message needs to convey graphics that connect with the target audience that generates strong emotion to the product and the brand. Also provide an open and inviting space to increase effectiveness and employ sustainable materials throughout the exhibit.

IDENTITY Need to employ Adult Chocolate Milk’s branding guidelines. Visually support the brands personality and tone.

DEFINE PROJECT INTENT Expressively exemplify Adult Chocolate Milk’s innovative product in an exhibit display that utilizes sustainable materials, create graphics that emotionally connect with the target audience, and provide consistency with the brand and personality.

AGE

Under 21 1% 21- 30 31% 31-40 40% 41-50 19% 51+ 9%

INCOME

Under $18,000 $18- 35,000 $35- 55,000 $55- 85,000 $85- 150,000 $150,000 +

04% 07% 13% 19% 31% 26%

SEX

Female & Male

GEOGRAPHIC

BREAKDOWN

Tradeshow exhibit display location: South by Southwest; Music & Independent Film Festival in Austin, Texas.

Target Audience

Sourced from: South by Southwest Website sxsw.com

RESEARCH BOOTH DETAILS

Linear Booths Linear Booths, also called “in-line” booths, are generally arranged in a straight line and have neighboring exhibitors on their immediate right and left, leaving only one side exposed to the aisle.

Dimensions For purposes of consistency and ease of layout and/or reconfiguration, floor plan design in increments of 10ft (3.05m) has become the de facto standard in the United States. Therefore, unless constricted by space or other limitations, Linear Booths are most commonly 10ft (3.05m) wide and 10ft (3.05m) deep, i.e. 10ft by 10ft (3.05m by 3.05m). A maximum back wall height limitation of 8ft (2.44m) is generally specified.

Use of Space Regardless of the number of Linear Booths utilized, e.g. 10ft by 20ft (3.05m by 6.10m), 10ft by 30ft (3.05m by 9.14m), 10ft by 40ft (3.05m by12.19m), etc. Display materials should be arranged in such a manner so as not to obstruct sight lines of neighboring exhibitors. The maximum height of 8ft (2.44m) is allowed only in the rear half of the booth space, with a 4ft (1.22m) height restriction imposed on all materials in the remaining space forward to the aisle. (See Line-of-Sight exception on page 8.)

Note: When three or more Linear Booths are used in combination as a single exhibit space, the 4ft (1.22m) height limitation is applied only to that portion of exhibit space which is within 10ft (3.05m) of an adjoining booth.

Sourced from: IAEE’s Guidelines for Display Rules and Regulations

INSPIRATION

INSPIRATION

BRANDING GUIDELINES

Core Palette

DEFINE PROJECT INTENT Expressively exemplify Adult Chocolate Milk’s innovative product in an exhibit display that utilizes sustainable materials, create graphics that emotionally connect with the target audience, and provide consistency with the brand and personality guidelines.

PANTONE® 4625

PANTONE® 17-1463

PANTONE® 564

DIN 30640

PANTONE® 15-1142

DESIGNED BY Johannes Erler, Albert-Jan Pool RELEASE DATE 1925 CLASSIFICATION Sans Serif, Grotesque NEUZEIT GROTESK LIGHT

MILK

PANTONE® 563

PANTONE® 7477

PANTONE® 564803

ABCDEFGHIJKLMNOPQR STUVWXYZ 0123456789

PANTONE® 172

NEUZEIT GROTESK BOLD COND

25 pt

PANTONE® 7485

PANTONE® 7471

PANTONE® 173

PANTONE® 54477

Typeface

Secondary Palette

Logo Type

MILK

ab c d e f g h i j k l m n o p q rs t u v w x y z 0 12 3 4 5 6 7 8 9

Adult Chocolate Milk Adu lt C ho co la t e M ilk

CONCEPT 1

Directional Feedack

Palette

ECO FRIENDLY

“The stools could work...just don’t make it too comfy that people will hang out. You want to have enough people cycle through your booth and taste this new product. I don’t know if that type of venue would allow for sales but I am not sure anyone would want to carry a “three pack” with them while in a concert/conference.”

— Professor Abadie

CONCEPT 2

Directional Feedack

Palette

ECO MODERN

“It looks great so far! I know that traditional high boys or high top tables may not be what your looking for in terms of modern furniture, but you might be able to personalize it more with a unique fabric or linen? Maybe something that ties in the colors of the Adult Chocolate Milk brand... They just seem to encourage quick tasting/interacting spaces for 3 to 4 people... I am looking forward to seeing the pieces you select for your booth as you have many great ideas in your process!”

—Myles Bosack

CONCEPT 3

Directional Feedack

Palette

ECO VISUAL

“The modularity that you are incorporating into this is great. Most of the pieces you have chosen remind of the milk carton, when broken down or crushed. This is a great reiteration of the container shape! Overall, I think this has come a long way and you have provided some great initial studies. Make it easier on yourself too, by looking at companies that sell supplies to trade exhibition designers. There are a lot of great finds that may sway your assembly into a different (and easier ) direction.”

— Dimitri Koumbis

MATERIAL STUDIES

A

B

E

C

F

D

G

H

Legend

I

J

K

L

M

A B C D E F G H I J K L M

Re-Board Eco-friendly PP Corrugated Sheets Corrugated Board 3 Form Green Printing w/ Soy Ink Recycled Aluminum Sheets Cable Suspension LED Wallwashers Brochure/Literature Holders [mount] Brochure/Literature Holders [mobile] Floor Standing Display Cable Displays Cable Lighting

MATERIAL STUDIES

Re-board Re-board is a lightweight paper based sandwichboard, with a unique structure of corrugated board cells with several layers of special liners.

Re-board Can Form Curved Shapes With the right tools and know-how, almost any shape can be created with Re-board.

Marketing Communication and Flexibility No waste, no storage, no loading/unloading.

Light material – low physical strength required.

Easy to set up – store employees can do the assembly.

Sourced from: Re-board’s Website http://designforce.se

Product Samples

Re-board is Environmentally Friendly Can be recycled like regular paper.

No harmful products are used in the manufacturing process.

Decreases the use of raw material with 80% compared with solid boards such as chipboards.

Energy efficient production.

Low weight decreases CO2-emissions from transportation.

3D FORM MOCK UP Form Study Exemplified are the 3D forms that create the overall tradeshow experience. The dimensional heights and widths are noted to help one understand the space allowance for the exhibit.

8'-0"

8'-0" 4'-6"

10'

10"

16" 4'-6"

16"

10'

3'-4"

20"

32" 20" .

O.C

A.D.A Clearance

plan

perspective elevation

a

GRAPHICS Graphic Panels Exemplified are the graphic panels with their dimensions and specified materials.

a

b

8'-0"

b

c

c

MILK

Acrylic Panel 100% Certified Post – Consumer Waste

TASTING TODAY

identity display

back panel 2'-0"

FREE

1'- 0"

1'- 0"

Graphic Display Fabric Panel made from recycled yarn and printed with Soy Ink.

graphic display 2'- 0"

Graphic Display Fabric Panel made from recycled yarn and printed with Soy Ink.

3'-0"

4'-0"

MILK

graphic panel locations

3D FINAL Final View Form + Graphics = Final 3D creation.

Shown here is a final view of the tradeshow exhibit for the SXSW venue in Austin, Texas.

jamie turpin . portfolio design . adult chocolate milk