BrandFormula

The brief
ACE wanted to improve the way it attended exhibitions and similar events and were unsure how best to achieve the results they wanted. Historically, 'modular' systems had been used but these had proved to be of poor quality and of limited impact. FWD was asked to look at producing ideas that would help support the overall strategy and deliver real impact.

The solution
Our experience indicated early on that 'modular' systems wouldn't deliver the quality of build required to support the business objectives. The decision was made to develop a range of ideas based upon a custom build, but the challenge was to allow sufficient flexibility in the design to cater for a wide range of exhibitions across Europe and the Middle East - flexibility and ease of installation was key. It was also necessary to allow flexibility in terms of how the stand was designed - either in a business or consumer environment. The brief was a difficult one, but after we spent time with the client understanding how the planned to use the stand, the objectives for the events that they would attend and the skills of the people attending, we were able to develop a successful solution.

The result
We developed a number of design ideas that focused on impact, flexibility and ease of transport, with the stand being able to cater for a variety of uses from small trade fairs to large exhibitions. All of this was achieved at less than the cost of a 'modular' stand - more impact for less cost.