Experiental Marketing Campaign
Each year 500 leading companies and 50,000 design professionals attend three days in Chicago at The Merchandise Mart for NeoCon, the commercial design industry’s “launch pad for innovation—offering ideas and introductions that shape the built environment today and into the future.”
With products and services in areas such as furniture, fabrics, flooring, interior building products, interior finishes and technology, it was important to create an experience that designers could connect with.
Working for the IIDA, The Commercial Interior Design Association, they decided to go mobile this year. With the theme of “design is everywhere”, it seemed a natural evolution to align with that theme in both a literal and metaphorical direction.
While going through the creative process, one of the directions presented was based off a “design manifesto” that the Executive Vice President and CEO had written and presented at an event. The manifesto really resonated as an idea of what design means, all that it encompasses, and all that it could be. It was design thinking on every level, and could connect not just in the field of commercial interiors, but for those that practice design in any medium.
The design is all typographic, letting the words create a rhythm with the point/counterpoint. Colors chosen were based off of the emotion or verb associated with those feelings or actions. The entire program used the typeface Helvetica, another nod to design greatness for those that are fans of Swiss Design and clear communication.
Marketing would include as many touchpoints as possible: print, web, clothing, advertising, signage, wayfinding, premium swag and a food truck.
