Exhibition stand branding

We brought a bare design to life with a striking exhibition stand branding solution that delivered a successful Accountex for our client.

Background

Sage Accountants Division gives their customers the technology, advice and support they need to “take maximum advantage of the future… and become the Practice of Now.”

Our client’s aim is to offer their customers the best experience possible at every single touchpoint – interacting online with Sage’s technology solutions, or face to face with sales teams. This includes busy industry exhibition shows, where the bustling atmosphere can often be as energising as demanding for delegates.

Challenge

With a stand already designed for Accountex – the UK’s largest exhibition and conference dedicated to Accountancy and Finance Professionals – and with only 2 weeks until build, Sage needed our help with an exhibition stand branding solution that would help them promote their products and expertise in an environment that created differentiation and encouraged visitors to fully immerse themselves in the experience.

Our client also needed to feel confident we could work with the existing stand design, and create a striking branding solution that delivered immediate returns.

Solution

We started by producing scamps and a CGI model of our vision of the stand. This approach allowed Sage to see for the first time what the stand would really look like, and to review and approve our branding ideas before applying them to the existing structure.

Once Sage was happy with the branding, and to avoid any last-minute hiccups, we took measurements of each of the stand elements before moving on to the final artwork sign-off stage.

Open on all sides, the stand is welcoming and its structure clear on approach.

Different areas – reception, keynote seminar theatre, suppliers marketplace, coffee area, and demo and MTD (Making Tax Digital) zones – are all clearly defined, yet seamlessly connected, making it easy for delegates to find their way around the stand, ensuring their visit matches their goals and preferences.

Closely following Sage’s recently updated guidelines, the exhibition stand branding relies heavily on the concept of people – the customers Sage supports every day thanks to their technology solutions and personal approach to business relationships.

The photography style transmits the idea of focus on the customer, and strong testimonials speak directly to the audience at Accountex, addressing the issues Sage helps them overcome.

Minimal use of colour, and the use of natural materials – wooden parquet flooring, exposed brick and stone, weathered timbers – contribute to the relaxed and approachable atmosphere of the stand.

Instead of the more traditional wall graphics, we included a selection of hanging pictures that add a sense of warmth and comfort to the experience.

As a cost-effectiveness exercise, we repurposed demo pods we manufactured for another Sage exhibition stand: small modifications such as adding custom halo tops make them stand out and attract attention from different areas of the exhibition hall.