Sometimes we have to raise our voice to be heard. For marketers, this takes a little creativity, and for brands it takes boldness. We live in an age where we are oversaturated with flashy technology and loud noise. Where this was once mesmerizing, it now no longer phases our senses. What will work for a brand experience is not written on the wall. It’s in the ideas that will generate an emotional connection.
What is working for events is creating impactful brand association. This does not mean wallpapering with logos, but instead incorporating discrete connection points that differentiate the brand experience. That is where fabric architecture comes in. Frame and tension fabric allow a brand to tell a story. Sometimes to drive a message, that story has to be shouted. Case in point, large numerals. These over-sized statements are an unexpected form of brand association. They play off of this fascination we have for objects that are unconventionally large. The shape, color and message all reflect the personality of the brand they represent. This experiential form of design has the ability to tell an extraordinary story.
Allison has had a lifelong interest in multiple facets of design. Growing up between a sewing machine and a sketch pad, she went on to fine-tune her skills through studies in fine arts and fashion design. Upon entering the design/build industry, she continuously researches trends in various markets, including retail, hospitality, exhibitory/events, interiors and architecture in order to provide valuable educational and inspirational resources to clients.