HTC technology is inspired by YOU – their exhibit for CTIA 2011 needed to tell that story. Working closely with HTC’s agency, Deutsch LA Inc, we were able to get to the essence of their YOU campaign before our team developed the exhibit’s design direction. To be in the booth is to be immersed in HTC’s technology inspiration – its customers, their lifestyles and all the things they do that HTC devices can help make easier. Large designer sketchbooks provided the backdrop to tell the story, featuring life-size graphics of consumer personas, with handwritten callouts highlighting their mobile device needs alongside HTC product solutions.
The exhibit was open, inviting and full of energy. Attention to detail covered nearly every surface of the exhibit with fun and entertaining doodle art – including some hidden idea icons and captions that whimsically framed visitors in the art driven campaign. Unique sightlines were set up throughout the booth, with clear plex windows that visually integrated booth visitors into the designer’s journals, symbolic of HTC design inspiration – inspired by YOU.