The brief from Showcase was to help them stand out on the international stage and to deliver a memorable experience for national and international visitors to the event. We established several areas that would help deliver this. Our overall strategy was to first make an impact and then make things easy.
Impact was achieved through a series of striking original photographs. Emphasising the role of nature in Irish craft and design as both inspiration and material gives the show a strong, authentic identity that differentiates it from shows in London, Paris and Milan. A strong set of colours gave the images a contemporary setting and also helped makes sense of the different areas of the show. We also carried through the nature theme in the concepts for the focal points in each area of the show, making memorable backdrops for the curated jewellery, home & gift and fashion products.
While the images drove much of the initial communication and achieved the initial impact we wanted, we then concentrated on making things easy for visitors. A reworking of the information architecture, both online and in venue formed the backbone of this work, making sure that a visitor never feels lost in either context. We built on this with warm, friendly and helpful content about the show and what to do in Dublin.