Adult Chocolate Milk Exhibit by Jamie Turpin

project

jamie turpin . winter 2012 . professor abadie . grds730

MILK jamie turpin . winter 2012 . professor abadie . grds730

PROMOTION DESIGN

Creative Brief Research Inspiration Mood Board Thumbnails Branding Guidelines Concepts Feedback Studies Mock Up Final Graphics Final 3D

ÂŠ jamie turpin, 2012 . portfolio design . adult chocolate milk

Project 4

CREATIVE BRIEF

DEMOGRAPHICS FROM SXSW 2011

KEY OBJECTIVE The Brand’s Key Objective is to provide an emotional connection with the target audience while developing a platform that is consistent with Adult Chocolate Milk’s brand and personality. The intent of Adult Chocolate Milk’s exhibit is to direct the audience to the space, graphically capture their attention, and educate them on the product. MESSAGE The Message needs to convey graphics that connect with the target audience that generates strong emotion to the product and the brand. Also provide an open and inviting space to increase effectiveness and employ sustainable materials throughout the exhibit. IDENTITY Need to employ Adult Chocolate Milk’s branding guidelines. Visually support the brands personality and tone. DEFINE PROJECT INTENT Expressively exemplify Adult Chocolate Milk’s innovative product in an exhibit display that utilizes sustainable materials, create graphics that emotionally connect with the target audience, and provide consistency with the brand and personality.

Target Audience

Tradeshow exhibit display location: South by Southwest; Music & Independent Film Festival in Austin, Texas.

AGE

Under 21 1% 21- 30 31% 31-40 40% 41-50 19% 51+ 9%

INCOME

Under $18,000 $18- 35,000 $35- 55,000 $55- 85,000 $85- 150,000 $150,000 +

04% 07% 13% 19% 31% 26%

SEX

Female & Male

GEOGRAPHIC BREAKDOWN

Sourced from: South by Southwest Website sxsw.com

TARGET AUDIENCE We are Communicating the Message to consumers that annually attend the South by Southwest; Music & Independent Film Festival in Austin, Texas. The common audience is male and female who range in age from 20’s to late 40’s. Obviously they have a passion for great music and supporting the independent films.

PROFESSION

RESEARCH

TRADESHOW DETAILS

• A four day business exhibition spanning all three conferences (Interactive, Film and Music). • Admission to the SXSW Trade Show is open to all SXSW badge holders and all SXSW Showcasing artist wristbands. Who should exhibit at the SXSW Trade Show? • Start-ups, established brands, and everything in between. • Labels, distributors, merchandise companies, studios, film/ music/technology universities, talent and marketing agencies, festivals, related non-profits, associations, commissions. • Software and hardware manufacturers, social media solutions, infrastructure and hosting providers, SEO and marketing services. • Media outlets

Hours of Operation Monday, March 12 - 11:00-6:00PM Tuesday, March 13 - 11:00-6:00PM Wednesday, March 14 - 11:00-6:00PM Thursday, March 15 11:00-4:00PM Location Exhibit Halls 3 & 4 on the first floor of the Austin Convention Center

The Austin Convention Center is a LEED® Gold certified building.

2011 SXSW Conference

SXSW is at the Austin Texas Convention Center.

What is the SXSW® Trade Show?

RESEARCH BOOTH DETAILS

Dimensions For purposes of consistency and ease of layout and/or reconfiguration, floor plan design in increments of 10ft (3.05m) has become the de facto standard in the United States. Therefore, unless constricted by space or other limitations, Linear Booths are most commonly 10ft (3.05m) wide and 10ft (3.05m) deep, i.e. 10ft by 10ft (3.05m by 3.05m). A maximum back wall height limitation of 8ft (2.44m) is generally specified. Use of Space Regardless of the number of Linear Booths utilized, e.g. 10ft by 20ft (3.05m by 6.10m), 10ft by 30ft (3.05m by 9.14m), 10ft by 40ft (3.05m by12.19m), etc. display materials should be arranged in such a manner so as not to obstruct sight lines of neighboring exhibitors. The maximum height of 8ft (2.44m) is allowed only in the rear half of the booth space, with a 4ft (1.22m) height restriction imposed on all materials in the remaining space forward to the aisle. (See Line-of-Sight exception on page 8.) Note: When three or more Linear Booths are used in combination as a single exhibit space, the 4ft (1.22m) height limitation is applied only to that portion of exhibit space which is within 10ft (3.05m) of an adjoining booth.

Sourced from: IAEE’s Guidelines for Display Rules and Regulations

Linear Booths Linear Booths, also called “in-line” booths, are generally arranged in a straight line and have neighboring exhibitors on their immediate right and left, leaving only one side exposed to the aisle.

RESEARCH BOOTH DETAILS

Hanging Signs & Graphics Most exhibition rules allow for hanging signs and graphics in all standard Peninsula and Island Booths, usually to a maximum height range of 16ft to 20ft (4.88m to 6.10m) from the top of the sign. End-cap Booths do not qualify for hanging signs and graphics. The distance is measured from the floor to the top of the sign. Whether suspended from above, or supported from below, they should comply with all ordinary use-of-space requirements. For example, the highest point of any sign should not exceed the maximum allowable height for the booth type. Hanging Signs and Graphics should be set back 10ft (3.05m) from adjacent booths and be directly over contracted space only. Approval for the use of Hanging Signs and Graphics, at any height, should be received from the exhibition organizer at least 60 days prior to installation. Variances may be issued at the exhibition management’s discretion.

Sourced from: IAEE’s Guidelines for Display Rules and Regulations

Towers A Tower is a free-standing exhibit component separate from the main exhibit fixture. The height restriction is the same as that which applies to the appropriate exhibit space configuration being used. Towers in excess of 8ft (2.44m) should have drawings available for inspection. Fire and safety regulations in many facilities strictly govern the use of towers. A building permit or safety lines may be required. Lighting Exhibitors should adhere to the following suggested minimum guidelines when determining booth lighting: • No lighting, fixtures, lighting trusses, or overhead lighting are allowed outside the boundaries of the exhibit space. Exhibitors intending to use hanging light systems should submit drawings to exhibition management for approval. • Lighting, including gobos, should be directed to the inner confines of the booth space. Lighting should not project onto other exhibits or exhibition aisles. • Lighting which is potentially harmful, such as lasers or ultraviolet lighting, should comply with facility rules and be approved in writing by exhibition management. • Lighting that spins, rotates, pulsates, and other specialized lighting effects should be in good taste and not interfere with neighboring exhibitors or otherwise detract from the general atmosphere of the event. • Currently, some convention facilities are not allowing quartz halogen lighting fixtures in exhibits due to potential fire hazards. Check with exhibition management. • Reduced lighting for theater areas should be approved by the exhibition organizer, the utility provider, and the exhibit facility.

Environmental Responsibility Exhibitions, by their very nature, create waste. Properly managed, exhibitions can recycle excess materials and supplies in useful and meaningful ways, and they can do so using methods that result in minimized impact on the environment. Exhibits should utilize recycled, renewable and energy efficient materials whenever possible.

Canopies and Ceilings Canopies, including ceilings, umbrellas and canopy frames, can be either decorative or functional (such as to shade computer monitors from ambient light or to allow for hanging products). Canopies for Linear or Perimeter Booths should comply with Line-of-Sight requirements. (See “Use of Space” for Linear or Perimeter Booths). The bottom of the canopy should not be lower than 7ft (2.13m) from the floor within 5ft (1.52m) of any aisle. Canopy supports should be no wider than three inches 3in (.08m). This applies to any booth configuration that has a sight line restriction, such as Linear Booth. Fire and safety regulations in many facilities strictly govern the use of canopies, ceilings, and other similar coverings. Check with the appropriate local agencies prior to determining specific exhibition rules.

ÂŠ jamie turpin, 2012 . portfolio design . adult chocolate milk

RESEARCH

2011 SXSW TRADESHOW BOOTHS

ÂŠ jamie turpin, 2012 . portfolio design . adult chocolate milk

RESEARCH

ÂŠ jamie turpin, 2012 . portfolio design . adult chocolate milk

RESEARCH

ÂŠ jamie turpin, 2012 . portfolio design . adult chocolate milk

INSPIRATION

ÂŠ jamie turpin, 2012 . portfolio design . adult chocolate milk

INSPIRATION

ÂŠ jamie turpin, 2012 . portfolio design . adult chocolate milk

MOOD BOARD

THUMBNAILS

8’H center piece 1- seating area 2- photo area 3- table area 4- interaction/shelving area product will be displayed here

she lvin are g a

Floor Graphics- utilizing recycled rubber/vinyl flooring

ting sea a are

8’-0”

Location: Corner Booth

Center Piece

4’H side panels cable fabric system

ÂŠ jamie turpin, 2012 . portfolio design . adult chocolate milk

THUMBNAILS

ÂŠ jamie turpin, 2012 . portfolio design . adult chocolate milk

THUMBNAILS

ÂŠ jamie turpin, 2012 . portfolio design . adult chocolate milk

THUMBNAILS

BRANDING GUIDELINES

PANTONE ®

4625

PANTONE ® 17-1463

PANTONE ® 564

DIN 30640

PANTONE ® 15-1142

MILK

PANTONE ®

563

PANTONE ® 7477

PANTONE ® 564803

ABCDEFGHIJKLMNOPQR STUVWXYZ 0123456789

PANTONE ® 172

NEUZEIT GROTESK BOLD COND

25 pt

PANTONE ®

7485

PANTONE ® 7471

PANTONE ® 173

PANTONE ® 54477

Typeface

Secondary Palette

Logo Type

MILK

abcdefghijklmnopqrstuvwxyz 0123456789

Adult Chocolate Milk Adult Chocolate Milk

Core Palette

DEFINE PROJECT INTENT Expressively exemplify Adult Chocolate Milk’s innovative product in an exhibit display that utilizes sustainable materials, create graphics that emotionally connect with the target audience, and provide consistency with the brand and personality guidelines.

CONCEPT 1 ECO FRIENDLY

Directional Feedack

Palette

Add loose color

“The stools could work...just don’t make it too comfy that people will hang out. You want to have enough people cycle through your booth and taste this new product. I don’t know if that type of venue would allow for sales but I am not sure anyone would want to carry a “three pack” with them while in a concert/conference.” —Professor Abadie

CONCEPT 2

Directional Feedack

Palette

ECO MODERN

“It looks great so far! I know that traditional high boys or high top tables may not be what your looking for in terms of modern furniture, but you might be able to personalize it more with a unique fabric or linen? Maybe something that ties in the colors of the Adult Chocolate Milk brand... They just seem to encourage quick tasting/interacting spaces for 3 to 4 people... I am looking forward to seeing the pieces you select for your booth as you have many great ideas in your process! ” —Myles Bosack

CONCEPT 3

Directional Feedack

Palette

ECO VISUAL

“The modularity that you are incorporating into this is great. Most of the pieces you have chosen remind of the milk carton, when broken down or crushed. This is a great reiteration of the container shape! Overall, I think this has come a long way and you have provided some great initial studies. Make it easier on yourself too, by looking at companies that sell supplies to trade exhibition designers. There are a lot of great finds that may sway your assembly into a different (and easier ) direction.” —Dimitri Koumbis

Dimitri Koumbis: “I am moving toward concept 1. This allows the best circulation in the tight space and seems that it will showcase the product best. I see how you are trying to create interest and pause points in the others, but after some feedback provided by Prof. Abadie, I think she is right in her suggestion to all the most amount of people to be in the space at one time. What I like about concept 1 is that it is right to the point. Get in, get the info and get out.” Marvin Eans: “I think I am also in agreement with Dimitri. Where all of your concepts offer great solutions, I think concept one is the most practical. The space allowed for viewers is very important and your concept 1 solutions takes into consideration on a nicer scale of the traffic flow.” My Dialogue Back To Dimitri & Marvin: “Does the over scaled Adult Chocolate Milk display, in Concept 1, feel too gimmicky?” Dimitri Koumbis: “I don’t think so. I think it is a great eye catcher. Reminds me of the Tom’s display I posted a while back...This is such a unique product, you can do anything you want!” Myles Bosack: “I like it too! I think it is very appropriate for a new product launch... especially one that has clean lines like yours that will translate to a nice display. Good luck! I know time is running out!”

MOVING FORWARD Per the peer feedback that I received, I am moving forward with Concept 1. I plan to incorporate as much sustainable material and products as possible. Utilize LED lighting to pinpoint and highlight the most important graphic panels to help attract the audience at the venue. The marketing material, which will be provided at the event, will communicate our social media information so the audience can stay in the loop and follow Adult Chocolate Milk. All communicational pieces will be printed on VOC inks and eco materials. Overall, there will be an emotional connection employing simplicity, bold visual graphics, and eco friendly materials to attract the target customers so they can relate to the setting.

DIRECTIONAL FEEDBACK

MATERIAL STUDIES

H Legend

A Re-Board B Eco-friendly PP Corrugated Sheets C Corrugated Board D 3 Form E Green Printing w/ Soy Ink F Recycled Aluminum Sheets G Cable Suspension H LED Wallwashers I Brochure/Literature Holders [mount] J Brochure/Literature Holders [mobile] K Floor Standing Display L Cable Displays M Cable Lighting

ÂŠ jamie turpin, 2012 . portfolio design . adult chocolate milk

MATERIAL STUDIES

Re-board Re-board is a lightweight paperbased sandwichboard, with a unique structure of corrugated board cells with several layers of special liners.

Re-board is Environmentally Friendly Can be recycled like regular paper. No harmful products are used in the manufacturing process. Decreases the use of raw material with 80% compared with solid boards such as chipboards. Energy efficient production. Low weight decreases CO2-emissions from transportation. Marketing communication and flexibility No waste, no storage, no loading/unloading. Light material– low physical strength required. Easy to set up– store employees can do the assembly. Sourced from: Re-board’s Website http://designforce.se

Samples of Product

Re-board Can Form Curved Shapes With the right tools and know-how, almost any shape can be created with Re-board.

ÂŠ jamie turpin, 2012 . portfolio design . adult chocolate milk

FURNITURE

3D FORM MOCK UP Form Study Exemplified are the 3D forms that create the overall tradeshow experience. The dimensional heights and widths are noted to help one understand the space allowance for the exhibit.

8'-0"

4'-6"

10"

10'

16"

4'-6"

16" 3'-4"

20"

plan 32" 20" . O.C

A.D.A Clearance

10'

perspective elevation

ÂŠ jamie turpin, 2012 . portfolio design . adult chocolate milk

8'-0"

GRAPHICS

8'-0"

c b

MILK identity display

back panel 2'-0"

Acrylic Panel 100% Certified Post - Consumer Waste

TASTING TODAY

1'- 0"

Graphic Display Fabric Panel made from recycled yarn and printed with Soy Ink.

3'-0"

4'-0"

MILK

graphic panel locations

FREE

graphic display 2'- 0"

Graphic Display Fabric Panel made from recycled yarn and printed with Soy Ink.

ÂŠ jamie turpin, 2012 . portfolio design . adult chocolate milk

Graphic Panels Exemplified are the graphic panels with their dimensions and specified materials.

3D FINAL

ÂŠ jamie turpin, 2012 . portfolio design . adult chocolate milk

Final View Form + Graphics= Final 3D creation. Shown here is a final view of the tradeshow exhibit for the SXSW venue in Austin, Texas.

FINAL ANALYSIS

A few takeaways that I learned during the process of designing a tradeshow exhibit for Adult Chocolate Milk: First, the environment needs to provide an open and inviting feel to increase effectiveness with the patrons. Secondly, I discovered utilizing distinctive eco friendly materials throughout the space; helps build visual interest and results with attracting traffic. Thirdly, the environment needs to provide an emotional connection with the audience, so they can relate and connect to the environment by feeling welcomed into the space. Overall, I successfully feel the space provides a simplistic flow for the audience so they can stir around the space with comfort and ease. To me, the environment provides visual hierarchy that contributes to the success of my product. Lastly, on a final note, I feel Adult Chocolate Milkâ&#x20AC;&#x2122;s tradeshow environment supports the brand message, exemplifies structural integrity, and successfully connects with the audience.

ÂŠ jamie turpin, 2012 . portfolio design . adult chocolate milk

The tradeshow exhibit was an inventive project for me these past two weeks. When I started the project, I originally had an exhibit design approach generated in my mind for my product, Adult Chocolate Milk, but quickly discovered it had to be for an actual tradeshow event. Moving forward I selected an existing venue, South by Southwest in Austin Texas, and gathered the specifications for the booth development. Next, the structural form, sustainable materials, and visual details intertwined together to create an environment that spoke my brand and provided consistency with the product.