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Trade Booth
Role
Graphic Designer
Timeline
4 months
Year
2022
Visual Design
Branding
Environmental design
Marketing
Overview
ROSALIND is a bioinformatics analysis platform that had seen significant growth during the pandemic. This would my company’s first time exhibiting at post-pandemic conferences. Competitors already had established presences at these trade shows and the sales team needed qualified conversations, not just traffic.
The Challenge
Communicate what the company and platform are all about with compelling visuals that pull people in to engage with the space.
Translate a complex analysis platform enough to convey the gist an audience from aisle-distance.
Make the space visually magnetic without overwhelming the visitors.
Figure out how to support quick walk-ups and detailed technical demos.
What will make us visually stand out among the other biotech booths.
Strategy and Concept Development
Visual Strategy
Recently refreshed brand identity provided a solid foundation for visual direction.
I drafted layered 2D signage mockups in Illustrator to evaluate how graphics would function across the full booth layout.
Designed intentionally for high color contrast to maintain readability under venue lights and LED backlighting.
Established clear typographic hierarchy to prioritize headline → subhead → supporting detail.
Messaging Strategy
Partnered with marketing to refine digestible messaging blocks.
Strengthened a single proposition value to lead text communication.
Paired text with visuals to reinforce the main content.
Made longer detailed product information sheets once visitors are drawn to the booth.
Execution Strategy
Coordinated with vendor to align with technical requirements early and prepared large-format, print-ready files.
Integrated scale, bleed, and material output into layouts.
Managed final file handoff and revisions.
Early Signage Exploration
Initial Layout Drafts
Mapped all signage surfaces across the booth footprint to understand spatial relationships.
Identified primary vs secondary visibility zones (backwall vs counter vs side signage).
Evaluated sightlines from aisle approach.
Defined which surfaces would carry core messaging vs brand reinforcement.
Established early hierarchy before designing full visuals.
Visual Direction Explorations
Explored multiple background treatments to test contrast and legibility
Compared high-saturation gradients vs neutral backgrounds for readability
Evaluated how brand patterns interacted with headline hierarchy
Tested visual balance between text density and graphic elements
Assessed how each direction would perform under LED backlighting
