TrinityRail Booth Design
For TrinityRail, one of the largest manufacturers, owners and lease-handlers of all American railways, the fight is always about bringing their brand presence up to date along with their industry-leading advancements in technology. In their market, however, brands move slow. After updating and renewing the face of their brand, TrinityRail was looking to update their booth presence at RSI, dubbed the “Superbowl of train shows” for those in the industry.
My design sought to bring their brand mark and new, fresh palette to life, with earthy browns, white space, and plenty of reference to the industrial materials that ground the brand to their roots while allowing space for technology to command attention. Simple white curves and wooden railroad-tie-inspired framework compose the structure, while rich walnut accents and angled large-format screens convey quality and grab the eye.
The booth is comprised of three parts: a welcome area with private conversation zones, a museum-like learning area with interactive elements, and a sales and parts area for transactions. Two learning elements from previous rounds featured a row of gallery-like, interactive pedestals bring their various freight commodities to life next to a unique, hanging digital tapestry telling the brand’s story and breadth through a time-line. Ample room was given for conversations to happen amid engaging visuals, standing or seated, while finally, simple touchscreen installations provide individualized brand immersion.
Dynata CATALYST Innovation Symposium
To kickoff their new brand with impact, Dynata hosted a large symposium at a Florida resort with industry-leading thought-leaders, many interactive social events and even a laser light show. I was tasked with branding and implementing from start to finish over 27 separate components for the event, from the brochure to the name-tags, signage, environmental elements including custom pillows, drink menus and even an ice sculpture.
COMMFIT: REBRANDING BOOTH AND COLLATERAL
Local corporate gym outfitter, CommFit, came to me to refresh their brand presence out of home. Their brand had relied on disparate and disjointed work in the past, resulting in a brand that had no coherence and didn’t reflect the commitment and excellence of the company as a whole. As a start, I redesigned their tradeshow presence, both booth and table, which to date is their chief footprint in their industry for claiming who they are. As such, I quickly realized they needed to stand out, and I grew a new sense of their brand around a tagline that I thought was indicative of their capability: Trust our strength.