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Home  Design
& Branding Brand
Identity Space
& Environment Trade'ex
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Trade'ex
Tradeshow Booth & Brand Development
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The Challenge
Fathom was a big contributor to the Trade'ex brand. Since
we developed their entire line of marketing materials,
we were the perfect candidate to ensure the same quality
would be applied to their exhibit. Fathom's experience
in applying brand to space was tested once again.
Trade'ex
was entering tradeshow season as a fairly small player
in a big space. It was crucial for Trade'ex to be
seen and heard as well as respected and trusted. An ideal
setting needed to be created to introduce new products
and develop business relationships.
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| The focus
of the demonstrations revolved around three prooducts. |
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The corporate color
palette was translated into materials and
textures of similar
value. Primary colors represented their 3 products
and were highlighted across collateral, signage and
supporting presentations. |
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The Process
Prior to Fathom's involvement with Trade'ex, plans
were created for a booth with an uncertain future.
A random color palette applied to an unsophisticated
layout was inconsistent with the new Trade'ex brand
being developed in other marketing efforts. This
direction was abandoned. In order to create the simplistic
elegance required, we orchestrated shapes, textures
and their relationships.
Contrasting materials and objects intersect creating
unique interesting spaces. Structural elements
are connected with sweeping stainless arcs implying
motion.
The result: an innovative and inviting structure
representative of the Trade'ex image.
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| Support banners were
strategically placed at events
to invite visitors to the booth. |
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Fathom's
animated presentations described the Trade'ex solutions
and were on a constant loop allowing attendees to review
the products unsupervised. |
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| Prior to Fathom's
input, plans were created for a booth with an uncertain future.
An ineffective color palette applied to a stonehenge-like
theme was inconsistent with
the new Trade'ex brand. |
The Solution
The space provided Trade'ex with their first brand-conscious,
functional exhibit. Delivering product presentations
in an elegant setting proved to be the right solution
to educate, brand and generate
sales simultaneously. Both product and brand were successfully
introduced to
the technology community with great success.
Equipped with a sophisticated event presence, Trade'ex
achieved goals of increasing product awareness, acquiring
customers and accelerated growth.
One year after Fathom's
contribution to their success, privately held Trade'ex
was aquired by Ariba Software for $1.86 billion
in shares. |
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