Expo Booth Design Management

Design Management / CMF Design / Graphic Design

The Challenge

For many years, Jamco Corporation has been known as a leading company in high-quality aircraft interiors. However, its strengths in design was less recognized compared to its reputation in engineering.

For Jamco, Hamburg Aircraft Interiors Expo is the biggest customer-facing event of the year. If the guests can be inspired at the expo, it leaves a great impact in customer communications for the following year.

The task for the design team was clear - Through the products display, booth and leaflet design, we needed to elevate the Jamco brand to be associated with high standard in design.

My ROle

Design Management: Coordinated with Jamco Marketing team and external booth design firm to build consensus on the design language, layout and product presentation.

CMF Design: Developed color concept and selected materials for the products on display.

Leaflet Graphic Design: Designed leaflets to accompany products on display.

Booth design

For the booth design, I created the design RFP distributed to design companies, and coordinating with a contracted design company to refine the booth and display design.

The intention for 2019 booth was to create a museum-like space (with a nod to Japanese minimalistic designs), which would display the products and prototypes at their full potential.

There were several functions of the booth which needed to be taken into account;

• Visual design integrity

• Attractive display of new prototypes

• Dedicated space for marketing and sales meetings

• Customer flow throughout the booth

• Better user experience for the company staff at the booth

I was able to understand both the internal needs and the design company’s language, which enabled me to better communicate and request design improvements throughout the process, resulting in a booth which strongly conveys Jamco’s design competency and was easy to use by employees.

CMF Design

For the Hamburg Aircraft Interiors Expo 2019, Jamco had three business-class seat products/prototypes on display. Although the value proposition for each product was different, I strongly advocated for the products to have the same color pallet applied, which would create a sense of integrity and harmony throughout the booth.

As CMF design lead, I developed the color concept, and coordinated with suppliers to procure the necessary materials for the product display.

The CMF palette integrates the corporate color - blue - with warm tones, soft fabrics, suedes and marble surfaces, which conveys a sense of luxurious yet welcoming interior.

Leaflet Design

The leaflets were handed out to airline customers throughout the expo, and was used to communicate the passenger experience of each different product, while keeping a common design theme tied to the company brand, booth and other product lines.

Similar to the CMF design, I designed them to be different enough to convey the seat’s unique value proposition, while keeping a consistent design language.