Armed with research that attendance was skewing towards a younger, digitally-connected audience, our creative exploration led to “IMAGINE WHAT’S NEXT” as our overarching theme, which paid off the futuristic, digitally-oriented theme and was designed to resonate across a wide audience segment.
Graphically, we created a look-and-feel that focused on the key pieces of equipment that appealed to the various market segments, applying a “Minority Report” spin to represent the data-powered future.
Additionally, to build excitement over the event and tie to the all-new Tech Experience exhibit, we conceived a VR app that integrated videos and images with 3D maps, to enable users to navigate through the event to learn about all that’s in store for them there.