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ShopTalk
Trade Show
Creating a clear, cohesive signage system for Amazon's B2B outreach at ShopTalk
THE CHALLENGE
Business Goal: Maximize Amazon's brand presence and facilitate B2B connections at ShopTalk, a major industry trade show.
Brand Challenge: Create a unified and intuitive brand experience within a chaotic and competitive trade show environment, ensuring the Amazon brand was both prominent and approachable.
Logistical Challenge: Develop a comprehensive wayfinding and signage system for a large, complex physical space that could be easily understood by thousands of attendees from diverse backgrounds.
THE STRATEGY APPROACH
My Core Strategy: I developed a holistic experiential design system, treating the entire trade show floor as a single, cohesive brand journey.
Why this was the right approach: Instead of creating disparate signs, I designed a system where each element—from large-scale wall graphics to small table signs—worked together. This ensured consistent brand messaging and intuitive navigation, reducing confusion and frustration for attendees.
The Creative Bridge: The strategy was to use bold, clear graphics aligned with Amazon's core brand identity to create "visual anchors" throughout the space. This made it easy for visitors to orient themselves and find the Amazon representatives they needed to connect with.
THE OUTCOME
The Qualitative Result: The signage and wayfinding system successfully transformed the Amazon space into a polished, immersive, and easily navigable environment.
The Business Impact: The strategic design enhanced attendee engagement by making interactions with Amazon's B2B team more efficient. It strengthened brand recognition in a key industry setting and was praised for its clarity and effectiveness.
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ShopTalk Trade
Show Event
I was tasked with designing the wayfinding system and signage for Amazon's ShopTalk Trade Show Event, a key part of their nationwide B2B outreach initiative. The core objective was to develop a cohesive visual language that would streamline navigation and reinforce Amazon's brand presence, ensuring a seamless experience for attendees.
By integrating strategic placement, intuitive design, and brand-aligned aesthetics, I created a signage system that guided visitors effortlessly while maintaining a polished, immersive event environment. This strategic approach enhanced engagement, strengthened brand recognition, and contributed to a more efficient and impactful trade show experience.
Explore the event space designs below
