Vanderlande
Trade Show Exhibit
Brief
Design an industry trade show exhibit space including touchpoints. Develop a theme and apply the brand’s design language.
Format
5 weeks, 2022
Team members:
William Downs
Andrew Brown
Priyanka Jain
Skills
Fusion 360
Figma
VR
Brand language research
Prototyping
Experience design
What is Vanderlande?
Vanderlande identifies themselves as a market-leading, global partner for future-proof logistic process automation that produces fast, reliable, and efficient automation technology in the airport, parcel, and warehousing sectors. The focus of this project is their warehousing sector.
The Trade Show
Sponsored by Blue Sky EXP, an experience design
firm, the scope of the 50x80' exhibit design includes brand language, audience, digital interactions, space constraints, traffic flow, ergonomics, user experience, and emerging technologies.
Research Insights & Considerations
What is the purpose of the exhibit? Who are we designing for? How will the space look and feel? How will users interact with the space? What are the most effective ways to display Vanderlande products and technology?
Brand awareness:
Vanderlande's presence is less known in North America than in Europe
Visual Brand Language
To further understand Vanderlande's brand, who they are, and how they are perceived by their customers, we developed a brand pyramid with a hierarchy of core values, brand personality, design principles, and signature elements.
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Drive to win
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Every day better
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We care
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Safe base
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Teamplay
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Ownership
Ideation & Iteration
After developing design criteria and gaining an understanding of the brand language, we generated several initial sketches and ideas for touchpoints, physical demos, and interactions with products or displays. We incorporated a combination of these ideas into further iterations and refined concept development.
Thematic Approach
Pulling from our insights and brand analysis, we established four main themes to drive unique concepts.
Innovative
Revolutionizing old systems
Mystery
Drawing the audience inside
Forward Movement
Pushing the industry forward with efficient solutions
Interactive
Displaying products digitally
rather than physically
Featured in the proposed design of the experience are visual branding elements, such as arrows and triangular orange and black forms, large informational video screens, interactive touchpoints, and product displays.
The Final Design
Bold Visual Language
Overarching arrow forms encapsulate the second story and draw attention from a distance. Bold brand language is expressed on the back side, highlighting the logo, arrow forms, and orange accents.
Second Level
The second story features touchscreen displays and comfortable seating for in-depth meetings and consultations, keeping with brand awareness as the primary goal.
Interior Flow
Lit arrows guide customers through the space, while a reception desk and informational full-wall videos guide them through Vanderlande's products and solutions.
Interacting with
the Environment
With brand awareness in mind, we created digital displays and interactive touchpoints to introduce Vanderlande’s solutions: a Pallet AV display, an Adapto game, a Fastpick display, a global presence map, and holographic wall animations.
Pallet AV Display
The audience can view the Pallet AV—an autonomous vehicle for pallet transport within warehouses that facilitates Goods-to-Person—accompanied by an informational display.
Adapto Game
The game provides an engaging, interactive way of demonstrating the Adapto’s dual-axis movement across aisles and accurate package sorting.
Fastpick Display
Touchscreen displays illustrate how efficiently the ADAPTO can function—from placing an order to getting it to your doorstep.
Global Presence Map
The global presence map, as brand awareness is a top priority, highlights Vanderlande’s worldwide presence and reliability across locations and sectors.
Holographic Wall
The wall features a 3D projection of defining Vanderlande technologies (e.g. Adapto device)
in an innovative way.
Creating in VR
To see and experience the space without physically being in it, my team integrated the CAD model with VR software. We were able to understand the limits of the space, the scale of the physical models, and the flow of the exhibit, all of which helped in our iteration process.
Takeaways
Designing for experiences rather than products was an exciting process. Experiences are intangible and thus require a different mindset in the design process. Every inch of the space is used intentionally. We designed for ergonomics, scale, use of color and texture, physical layout, branding, and touchpoints, all at a scale more extensive than hand-held products.
