Branding Multiple Personalities January 19, 2010, by Chris Pelicano in Design
Mergers, acquisitions, and expanding product lines can create unique challenges when it comes to designing and producing trade show and retail product displays.
CONFLUENCE Watersports, for example, produces kayaks under 5 unique brand names. Each brand has its own personality and history, appeals to its own water sport audience, and has its own competitors. It is challenging enough to create a product display that securely holds 6 kayaks ... let alone a display that also effectively communicates brand differentiation, energy, and personality in a competitive and discriminating marketplace. (I am not even going to mention that kayak displays need to take up as small a footprint as possible in an already overcrowded retail environment .... oops, I mentioned it.)
I worked closely with South Carolina fabricators (local to the Confluence home office) to create 4 preliminary display solutions for the Confluence brands. The first of those designs appears below.
This WAVE design is built on a simple curved shape and webbed strap arrangement that is dressed up with permanent and semi-permanent brand specific graphics.
Each display is branded with the product logo and associated “brand personality” specific graphics, colors, and surface textures. The result is a unique, eye-catching display that can be customized to display 5 different products. The design is suitable for either trade show or retail environments.
See the other preliminary designs created for Confluence in subsequent blog posts.
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