Italian Trade Agency
Event Marketing Design
01
Research
02
Design Strategy
03
Graphic Design
04
Marketing Collateral
05
Tradeshow Booth Design
Challenge
The Italian Trade Agency (ITA) engaged the ArtVersion team to enhance the impact of their annual “Italian Taste” show, a premier event dedicated to showcasing Italy’s finest food and beverage products. With over 100 vendors from various regions of Italy presenting an array of items from specialty gelato varieties to regional wine selections, the challenge was to create a cohesive and immersive experience that truly embodied the essence of Italian culture and craftsmanship.
A Strategic Campaign Design
The event, held in the extended north wing of McCormick Place Convention Center in Chicago, required a design approach that would not only stand out amidst the bustling tradeshow environment but also maintain a consistent and authentic representation of the Italian brand. ITA needed a seamless integration of tradeshow booth designs, event promotions, and marketing materials that would resonate with attendees and highlight the uniqueness of each vendor’s offerings.
In the evolving part of event marketing, it was crucial to leverage cross-channel innovations, including social media and online communities, to create a comprehensive experience that extended before, during, and long after the event. ArtVersion was tasked with the challenge of connecting these elements into a unified design language that was both minimal and clean, yet rich with authentic Italian culture.
Experience Design
The elements of an unforgettable event, campaign, conference, retail, or trade show begin with discovery, strategy, and design. ArtVersion, incorporated their insights to transform a creative production process, resulting in an experiential expression of the brand. This ensured consistent presentation across platforms, from print to web, creating a unified and impactful brand experience.
Approach and Execution
To bring the vision of the “Italian Taste” show to life, the ArtVersion team began with an in-depth discovery phase, understanding ITA’s goals, the details of Italian culture, and the diverse offerings of the vendors. This foundational research informed a strategic design plan that focused on creating a cohesive and immersive experience for attendees.
The design process was centered around authenticity and minimalism, reflecting the traditional and contemporary aesthetics of the Italian style. Collaborating closely with both ITA and individual vendors, ArtVersion developed uniform booth designs that highlighted each product’s unique qualities while maintaining a consistent visual theme.
From the overall layout of the pavilion to the finer details of promotional materials, every element was crafted to enhance the visibility and appeal of the Italian products. The use of clean lines, elegant typography, and rich imagery helped create an inviting atmosphere that resonated with viewers.
Collaboration, Work and Deliverables
ArtVersion delivered a comprehensive suite of design solutions to ensure the “Italian Taste” show was visually captivating and functionally effective. Key deliverables included uniform booth designs for over 100 vendors, strategic pavilion layout maps for optimal flow and visibility, and a range of promotional materials. These elements, from brochures and flyers to banners, were crafted to generate interest and excitement both onsite and in pre-event marketing campaigns.
Event Signage and Wayfinding
The ArtVersion team also designed clear and visually appealing event signage and wayfinding systems to guide attendees throughout the trade show. The print materials included directional signs, informational boards, and vendor maps, all designed to complement the overall aesthetic and ensure easy navigation. The placement and cohesive design of these elements enhanced the attendee experience by providing guidance and ensuring every vendor was easily accessible.
Digital Design Solutions
ArtVersion’s graphic design team developed cross-channel digital marketing campaigns, leveraging social media, email newsletters, and the ITA website to build anticipation and drive attendance.
By unifying the overarching design language across print materials, physical cards, maps, and interactive elements, ArtVersion ensured a seamless integration of event design and social media engagement. Their purposeful approach highlighted the finest Italian products and simultaneously provided a memorable and cohesive experience.
