Challenge
The pandemic interrupted Access’ launch of its new brand identity. This exhibit, designed in 2019, finally made it to the show floor to continue the launch.
Access attempted to introduce its new logo and corporate identity at the originally scheduled for April 2020 EXHIBITORLIVE (EXL)2020. Days before the scheduled show dates, the entire industry (and world) went into lockdown due to the COVID pandemic, and EXL 2020 was postponed to November 2021.
The “soft launch” turned into barely a blip on the industry radar compared to the scale of the original plans.
Solution
The “relaunched relaunch” needed to encompass the pandemic as well as the fact that during that period, Access had marshaled its sister companies—a live and virtual event production company, and Nuvista, its labor company, to offer holistic solutions to clients looking for partners in the new event environment.
The newly linked companies played off the “TCA”—which has always stood for “The Competitive Advantage.”
After consultation with show management, Access appended the space originally marked for Nuvista so that all TCA companies would be part of the same 20 x 40 exhibit.
The large fabric structure which originally showcased the backlit logo now also incorporated the advertising campaign, “What’s Next?” acknowledging that the industry was moving on from the lockdown.
An espresso bar with barstool seating at an adjacent counter allowed EXL attendees to relax and talk about where their companies were headed in the event space and about their new projects. (This was one of the few spaces with hospitality.)
Heatwave technology gave real-time data about visitors.
Steps in one corner of the exhibit supplied comfortable seating while a pylon showed photos of all company personnel.
Video played on two wall-mounted screens supporting newly-minted case studies.
Because of the striking design, the physical scope of the exhibit, the hospitality, and the courage to ask “What’s next?” the Access exhibit was a popular destination.
