American Coatings Association Exhibit Booth

The Goal

Make the ACA booth a place people want to walk into and stay in, so the host of the show felt as welcoming as the show itself.

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The Strategy

Give each of the booth’s four uses its own corner and its own mood, then tie them together with one visual language. The same color, graphics, and feel ran through the lounge, the meeting space, the welcome area, and the CoatingsTech display, so it read as one booth instead of four. I carried that look into the print, promo, and social pieces around the show so people recognized ACA before they ever reached the floor.

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The Design​

Sight: Vibrant colors that draw people in from afar.
Feel: Plush carpeting for comfort, especially for the staff who worked the booth all day.
Scent: Live greenery and florals for natural aroma and fresher air.
Sound: Acoustic treatment in the office space to block out the noise of the show floor.