Product launch exhibition stand

A vibrant product launch exhibition stand design showcasing BrightHR’s vision for a bold new normal in the HR industry, and the future ahead.

Background

Our client, a provider of cloud-based HR services, thrives on doing things differently. Their ethos – both internally and externally – is built on fun and creating positive disruption. They champion individuality, empowering their teams and customers to make their brand and product their own.

Challenge

From the beginning, we had been supporting BrightHR with their new brand strategy. So when they asked us to design a vibrant product launch exhibition stand that reflected their energy and ambitions, we were excited to bring their vision to life.

The exhibition stand would serve as the stage to launch their new company name, new brand and new re-engineered product at the CIPD Annual Conference and Exhibition, the UK’s largest HR event.

With hundreds of professionals gathering at CIPD each year for learning and networking opportunities, our stand design needed to maximise this exposure. It had to captivate the audience and reflect BrightHR’s vision, showcasing the energy, fun and vibrancy of their new brand and product, creating a memorable experience for delegates.

Solution

We worked with our client from start to finish – from design of the stand, to build, installation and breakdown.

With the plot positioned at the back of the exhibition hall, we designed a stand that stood out like a beacon, drawing visitors in. Beyond attracting attention, we ensured the design encouraged engagement, interaction and word-of-mouth buzz.

The stand was designed to be open and inviting, creating an atmosphere that encouraged visitors to step in and explore. While maintaining this welcoming feel, it also provided ample space for BrightHR to share a wealth of information and offer interactive, engaging elements that kept visitors entertained and immersed in the experience.

With just 36sqm of space, the challenge was to maximise impact while ensuring strong footfall and engagement. To achieve this, we made full use of the available height, crowning the stand with a circular, seamless LED screen. This dynamic visual feature acted as a beacon, captivating attendees from all corners of the exhibition hall and drawing them in. The combination of striking visuals, smart space utilisation, and interactive elements transformed the stand into an unmissable destination, perfectly aligning with BrightHR’s energetic and bold brand identity.

The soft angles and curves made the beacon a dynamic feature, evocative of the Xing – the brand identifier we had created as part of the new brand strategy. The Xing represents the company’s five guiding principles, and the “b” in Bright. It’s a product launch exhibition stand full of energy and confidence.

We created a 3D version of the Xing, strategically positioned to take full advantage of the clear line of sight from the registration area. This striking feature immediately sparked curiosity in the busy exhibition hall and surrounding networking areas. As visitors approached, LED and feature lighting subtly guided them in, adding a sense of intrigue and boosting engagement.

Inside the stand, we kept the overall design very simple, ensuring that the interactive elements took centre stage. This approach allowed key details to stand out, capturing visitors’ imaginations and maximising engagement.

To further immerse attendees in the experience, phones, tablets and Apple Watches were integrated with the 3D Xing, where mounted iPads brought the new brand identity and product to life.

We designed a dedicated interactive zone where visitors could immerse themselves in Google Cardboard games, creating an engaging and memorable experience. To heighten the excitement, we incorporated a 42-inch screen that relayed the games in real time, allowing spectators to watch the action unfold and encouraging more attendees to join in.

To further enhance the sense of competition and fun, we introduced a leaderboard, keeping track of high scores and motivating visitors to challenge themselves and others. This gamified approach not only boosted engagement but also helped extend dwell time at the stand.

Additionally, we integrated a dynamic screen featuring impactful brand messages and an engaging animation, adding a layer of movement and energy to the space. Positioned strategically, this screen acted as a visual magnet, drawing attention from across the exhibition hall and enticing more visitors to explore the stand. We also designed two dedicated demo stations, providing a hands-on experience for visitors to explore the new product in action.

The combination of immersive technology, interactive gameplay, and eye-catching visuals ensured the stand remained a buzzing hub of activity throughout the event.

In addition to designing the stand, we also managed several logistical and operational details, including producing branded name badges, assisting with form completion and coordinating directly with the event organisers to handle all necessary arrangements.

To optimise functionality within the stand, we incorporated a discreet storage room, allowing the team to securely store materials and personal items without disrupting the flow of the space.

Result

The stand received overwhelmingly positive feedback from both visitors and our client, and its impactful design was recognised with the ‘Best Stand’ award by CIPD in partnership with People Management.

“We challenged Parker Design to bring our five brand values to life. We’re driven by fun, simplicity, courage, zest and love, and this exhibition stand design enabled our team to demonstrate their passion, and BrightHR’s genuine culture, to the huge number of visitors who interacted with us at the show.

We commissioned a report called It Pays to Play, which was carried out by the UK’s leading academic in business psychology, Professor Sir Cary Cooper. With learnings from the report – such as spontaneous fun in the workplace being used to attract, engage and increase the productivity of the best people – at the core of Professor Cooper’s keynote address, it was essential that visitors clearly recognised and associated our stand, and brand, with the topic.

Through the use of our highlighter-inspired brand colours, campaign messaging, games that encouraged people to get involved and a design that made us stand out from every other business at the CIPD’s annual conference and exhibition, we didn’t just announce the arrival of our new people management software, we effectively communicated our intention to create a brilliant new normal in the HR industry, demonstrating how the future will look.”

BrightHR’s Brand Marketing Manager