ITW is the go to annual meeting for the global wholesale telecoms industry, providing a platform for companies from around the world to get together and network.
Global telecom giant IDT are a prime sponsor of the event and asked The Fold to collaborate with them on their presence at the show for the second year running.
Since the last show we have been working with IDT to develop the new brand identity for the express offering. And the show was the brands first public outing.
The exhibition booth is the most integral part of the project, sitting amongst a sea of competitor brands at the show. For this reason new colour palette of vibrant yellow and dark grey were used to create maximum standout.
The new brand expression manifests itself in the form of bright yellow fret cut flowlines that sweep across the back wall of the stand, leading to a large screen that delivers branded content to visitors.
iPads are positioned on the stand to encourage visitors to test drive the online portal for themselves. Allowing staff the opportunity to engage in conversation.
Brightly framed typographic posters sit behind two meeting areas that are a part of the criteria for the stand and essential to business over the event.
Overall the space plays on materials and finishes. Untreated wood adds warmth to the stand in contrast to high gloss paint finishes that pop. And whilst technology is integral to delivering the express proposition it does not overpower the stand.
The new identity was applied to a variety of on and offline materials for the show.
You can see last years award winning show identity here.