GlobalShop2016: Modern Rebrand

Client: CDW Merchants
Location: Las Vegas, NV
Design Team: Jocelyn Lam & Stephanie Johansson

Retail Innovation (GlobalShop) is the nation's largest annual show for retail design and merchandising. For GlobalShop2016, the objective was to provide attendees with a memorable experience that spark curiosity and present a fresh perspective on
CDW Merchants as a company by showcasing a conceptual modern rebrand.

Conceptual Rebrand

CDW Merchants was open to a conceptual rebranding effort to redefine their brand identity. This rebranding aims to reflect the evolving nature of CDW Merchants and communicate to their customers that they are adaptable and innovative.

Iterative exploration of CDW Merchant’s logo to set the tone of the rest of the concept

Design Approach

The tradeshow booth design focused on creating an immersive experience that engages attendees on multiple levels. The overall concept revolved around the idea of unveiling a new side to CDW Merchants, enticing visitors to explore and learn more about the company. To achieve this, the design incorporated the following elements:

  • Visual Impact: The booth design needs to be visually striking, capturing attention from a distance. Bold colors, innovative lighting, and high-quality materials reflect CDW’s capabilities to create a contemporary and sophisticated aesthetic.

  • Interactive Elements: Interactive displays and installations were strategically placed within the booth, providing visitors with an opportunity to engage with the brand. These interactive elements allowed attendees to experience CDW Merchants' products and services firsthand, fostering a deeper connection with the company.

  • Brand Storytelling: The booth design effectively communicated the core values, mission, and vision of CDW Merchants. Utilizing multimedia displays, captivating graphics, and immersive storytelling techniques, the booth took visitors on a journey through the company's history and showcased their commitment to innovation and customer satisfaction.

  • Engaging Experiences: The booth offered various engaging experiences, such as product demonstrations, virtual reality simulations, or live presentations. These experiences will pique attendees' curiosity, encouraging them to spend more time at the booth and providing ample opportunity for meaningful interactions with CDW Merchants' representatives.

Graphic Support

To ensure a cohesive and impactful presentation, graphics will play a vital role. The provided graphics served as visual aids that aligned with the messaging strategy developed above. These talking points were incorporated into the visuals, reinforcing the key messages and providing company representatives with a clear visual guide during the trade show.

 
 
 
 

Messaging Strategy:

Through brainstorming sessions, we identified key messaging that will help us tell the story of CDW Merchants. These messages will emphasize the company's innovative and creative mindset, as well as their ability to tackle challenges head-on. We wanted to convey the following points:

  • Out-of-the-box thinking: Highlighting CDW Merchants as a company that encourages and embraces unconventional ideas and approaches. Demonstrating their willingness to step outside the norm and find unique solutions.

  • Spread the ‘Yes’: Demonstrating CDW Merchant's ability to successfully take on challenges. Emphasizing their expertise in problem-solving and their dedication to finding solutions that exceed customer expectations.

  • Bridge between vision and reality: Positioning CDW Merchants as the catalyst that connects a customer's vision with the actual realization of their ideas. Focusing on their talent for translating concepts into tangible outcomes.

Overall, by aligning our messaging strategy with compelling visuals, we aim to effectively communicate CDW Merchant's unique story, engage the audience, and enhance the impact of the company representatives during show days.