Problem:
Lenovo purchased the highest-tier sponsorship at Spiceworks' annual user-conference, SpiceWorld. This was their first time at the conference and wanted to make a great impression. They needed the theme ironed out, but they had decided that they wanted to go with a carnival theme before they approached us.
Solution:
I was a little concerned about the idea of a carnival theme at first. There seemed to be a large risk of it turning into something resembling a 6-year-old's birthday party. In examining their brand, I thought that the visual aesthetic needed to be a bit darker and more impactful. The Sideshow theme came soon after. This enabled us to feature the products as the heroes of the idea, as they are the main attraction. We designed a series of three poster that were reminiscent of acts of old.
For the deliverables, we produced a set of posters, a finely-printed ticket for the welcome bag, custom photography, a custom logotype, and a 2-page spread ad for the conference program.
Logo Design:
Logotype done by Jeff Chester
Ticket Design:
I designed a ticket to be placed in all of the Welcome Bags for the conference to promote Lenovo's booth. The ticket was printed on thick stock, with a spot-varnish over key design elements.
Conference Program Ad (Full Spread):
For the program ad I ordered some props and had one of our junior designers at the time model for the shoot. I'm always amazed my just how much a fake mustache can change one's appearance.
Results:
The client was very pleased with both the design, foot-traffic to the booth, and the number of leads that they obtained at the conference.
