As Catalyst Group scaled, they started attending more trade shows and wanted to improve their trade show booths. They required a sign that can boldly showcase what they were offering and who it’s for. That is where the trade show sign came into play. In 2019, I was tasked with creating this design and it would have to show off some clothing styles from all three brands.
Prior to creation, emphasis on using lifestyle shots was made. Most of these photos featured young adults wearing the clothes and it showcased how trendy these brands are to that demographic. This was relevant to representatives of colleges and universities looking for personalized garments for their school's shops and sports teams. Attention was kept on quality of photos to avoid pixelation, as well as ensuring the contents of the sign fit within the margins to avoid anything important getting cut off during the printing process.
The layout consisted of the brand logos on top followed by images from all three brands below. The placement of the logos was intentional as these logos would catch the eyes of attendants of the show from a distance. The lifestyle images would be enough to draw interest in starting a conversation to learn more details about the products and services offered, as well as next steps.
The trade show sign has become one of the essential pieces for the Catalyst Group trade show booth. Years later, I was able to identify their booth from a distance in the 2024 Imprint Show in Toronto. This showed its continued impact and ability to be identified specifically for clients who want to meet with representatives directly. The sign also stands out and helps communicate the trendiness of the brand as it utilizes young models, vibrant and colourful photography, and a diverse range of clothing apparel from each brand.
