While working on the Creative Service team at Fox Networks’ Distribution Marketing department, one of the big projects I was given was to create designs for their The Internet & Television Expo (INTX) 2015 booth to promote their shows and programmes.
I was first tasked to design the booth walls. The marketing manager later came to me asking for a large scale banner of Fargo to display in the conference room and some promotional posters.
Booth Wall Design
The senior designer asked me one day to help the team create some concepts for Fox Networks’ INTX booth wall displays. I was given a lot of creative freedom and the only requirements were:
- Use parallelogram as its a part of Fox Networks’ branding
- Include show names and images
- Include channels that the shows belong to
I was thrilled because it was the first time I was tasked to design for an important industry-wide event. I wanted to do well and showcase my ability to balance creativity and business goals.
I started with sketching out ideas. I believe an image speaks a thousand words, and there were already so much characteristics in the key arts for each show, I wanted to create something that’s clean and quiet so the images can speak for themselves. Some of my sketches are more conservative and professional while the others are more creative. I didn’t want to create booth walls that have so much on them that the viewers would get distracted. These shows were the protagonists, and my job was to create the stage that allows them to speak for themselves.
After my initial sketching and concepting, I started to narrow down the designs by eliminating the ones that were less compelling or didn’t quite follow the requirements. I ended up with 5 final sketches, and presented them to the creative team’s director, marketing manager, 2 senior designers, and a marketing intern to see what are their preferences and opinions.
After a few rounds of discussions with the team, I presented two polished design for the director to discuss with the other departments. And the following was the concept selected to use.
After the concept was approved, there were some more edits made and here’s the final design shown at the event.
While I polished up my concepts for the booth walls, the marketing manager came to me asking for an additional large scale banner for the show Fargo. The show had won and got nominated by numerous awards and the team wanted to present that to their potential buyers. She wanted to displayed it in one of the conference rooms on site but she didn’t know what size or what kind of art to use. The only thing she was sure of was about 20 awards to display on the banner.
I created 2 vertical mockups of different styles at first – one using the key art and the other in black and white with the actors on it. I wanted to figure out what style she wanted to go with first before I proceed. I also found it really difficult to fit all the awards on the banner without making it look clustered, so showing that on rough mockups will make it easier to see and discuss.
From the two very rough mockups, she chose the version using the key art, but decided to create a horizontal banner that would go across the room. She also agreed to take out some awards to make the banner less crowded and easier to read. After a few rounds of edits, here’s my final design:
After the design for the booth walls was finalized, the department asked me to create promotional posters for 2 events at the expo using the same style as the booth wall, and here’s my design:
A Big "Thank You" to My Team
It was a stressful couple of weeks because there were other requests from the Distribution Marketing department on top of all these INTX related tasks. I was very fortunate that I had a very supportive team that was willing to help me along the way, answered all my questions and guided me through some troubles. Everyone trusted me and gave me a lot of freedom testing out ideas and it was great knowing that I was a valuable team member. I'm more than grateful for this opportunity because I've learned and grown so much through the process.