Trade Show & Exhibition Booth Design
When a brand needs to be felt
A visitor may walk past hundreds of booths in a single day at a trade show, but each brand has only a few steps in which to be recognized.
FreshBrand designs trade show and exhibition booths from the brand’s own identity, from the overhead sign, color and imagery to the reception counter and display area. The aim is a booth easy enough to recognize from a distance that it invites visitors in. FreshBrand handles the design; construction is carried out by the business’s own contractor or by the organizers.
Perspective
Many booths are built from a stock template, either the organizer’s standard booth or the contractor’s own: identical frames, white walls, a logo stuck on the wall and a few standees at the entrance. Among dozens of booths of the same kind, a brand is hard to see, however good the products inside may be.
A brand booth starts with the person walking the aisles: they need to recognize from afar who is here, understand what the brand does within a few seconds, and have a reason to stop. So the booth keeps the strongest elements of the identity system where the eye of a passerby lands first, so that a single glance is enough to tell them which brand this is.
For FreshBrand, a trade show booth is a brand space that exists for a short time but meets a great many people, so every square meter has to say who the brand is.
When to start here
A trade fair, industry exhibition or major event is when a brand has to win over visitors within a few steps, especially when it is the first time the brand appears with a new look.
When a brand needs to be recognized from a distance
In the rendering of the Ton Dong A fair booth, the orange and green of the identity go with a ring hung overhead carrying the words “Together we build green life”. Hung that high, the ring lets visitors see the booth from a distance, before they have even looked at the counter. Forms shaped like steel coils serve as accents, and a wall in the colors of the steel sheet lets visitors see the product colors up close.
When a booth needs to present the real product
At the fair, the Qui Phuc booth displays its own stainless steel and plastic tables and chairs beneath a large sign bearing the Lion symbol. The real products stand right beneath the brand’s symbol, so visitors passing by understand at once what Qui Phuc makes.
How FreshBrand works
A booth is designed backward from the fair’s aisles: what visitors see first, what makes them stop, and only then the documentation that gets it built correctly.
Where is the brand now?
We start with the fair itself: who the visitors are, where the booth is located and how large it is, which booths surround it and what the organizers require. After that come the identity system and the products the business wants to present.
What does the booth need to do?
From there, FreshBrand defines what the booth has to do, in the order visitors encounter it.
Be seenThe brand shows up right from the head of the aisle
Invite inVisitors have a reason to stop and step inside
DisplayProducts can be seen, touched and tried
TalkVisitors have a place for a longer conversation
What do we choose?
The booth is designed around a few strong elements of the identity instead of putting the logo on every surface.
Overhead markA sign or hanging ring visible from afar
Lead imageOne large image that says who the brand is
Open entryAn open front that makes it easy for visitors to walk in
How does the booth come to life?
The idea is built into 3D renderings from several angles, then finalized as a design package with dimensions, materials and print files for each surface, checked against the organizer’s rules on height, materials and rigging points. FreshBrand works with the contractor of the business or of the organizers, so the finished booth keeps the spirit that was approved.
What will actually change?
A booth does its job when visitors recognize the brand from afar, walk in, and still remember at the end of the day whom they met.
What the business keeps
A booth stands for only a few days, but its design can stay with the business through many fairs; the assets below help rebuild it elsewhere while keeping the original spirit.
- 3D renderings of the booth from several angles.
- A design package with dimensions, materials and colors for the contractor.
- Print files for the sign, walls, counter and printed materials in the booth.
- Direction for adapting the booth to fairs with a different floor area.
Let's talk
Is your business facing a similar question? Send a request to talk with FreshBrand, or download the portfolio to see more of our work.
In practice
A AuLogo, identity and space
When a booth has to speak about trust
A Au is one of the long-established beauty providers in Vietnam, now run as a cosmetic hospital and spa. FreshBrand designed the logo, identity system and space for A Au around a direction of reputation, quality and safety.
“Where women place their trust.”
The symbol is a soft figure drawn in gold lines inside an open circle, with a palette of gold, deep blue and black. In the corridor and at the trade show booth, healthy, radiant women’s faces take up most of the area, while the gold symbol sits at the center like a seal of assurance.
As a result, at a fair or in the hospital’s own corridor, customers meet the same A Au look, as elegant as a cosmetic hospital should be and as serious as a place where they entrust themselves.
The question behind it
A booth needs to rest on an existing identity system and go together with communication applications, so the brand appears consistently from the aisle to the reception counter.
FreshBrand capabilities
Strategy
When a brand needs a direction
Identity
When a brand needs to be recognized
Expression
When meaning needs to take shape
Experience
When a brand needs to be felt
- Brand Space Design
- Trade Show & Exhibition Booth Design
- Signage Design
Communication
When a brand needs to be understood
Start with FreshBrand
Send us the problem, get a point of view.
You can send a request today, or download the portfolio to share with your leadership before we talk.