In the world of creative work, routine is the killer, and comfort is the enemy. Real growth doesn't come from the easy or the same; it comes from the unexpected, the friction, from the projects that need more love and care. We're a hardy bunch at The Authentic Brief, especially when it comes to booth design.
With that being said, every now and then, a client lands on our lap, pushing our limits in the best way possible. However, it is always welcome. If you don't have these business plot twists, you become stale, complacent, and, worst of all, boring.
Beyond the challenges and late nights, we look at these project challenges as opportunities for growth, allowing us to flex our problem-solving muscles. It will enable us to gather our resources and creative arsenal, unleashing a metaphorical, visionary hell on the battle before us. It also gives us the chance to bond and grow as a team, as well as with our client and builders.
Creative Freedom vs. Client Control
Back in February, we gathered our team, like a shepherd with a prized flock, and flew out to Sin City, aka Las Vegas. Our job? To craft an immersive trade show booth design that stood out from the noise.
The mission was to design and head up The Exotic Whip's booth at the CHAMPS Trade Show in the city. We found that creative freedom was often shaped by prescriptive client input, which limited the exploration of conceptual ideas. The Authentic Brief thrives when clients trust and value the creative process, rather than steering the execution themselves.
We wanted to create a whole immersive experience, so some of our initial creative concepts for the Exotic Whip client were incorporating sand on the platform and digital screens. However, we had to keep within the client’s budget, limiting some of the more costly ideas that our team wanted to bring to the table. Some initial design ideas, such as incorporating water features and ocean scents, were ultimately not implemented. The client's desire for a more corporate feel led to compromises, with the final design broadly enhancing the concept introduced the previous year.
Respecting the client's focus on cost-efficiency and preference for familiar approaches, we arrived in the desert with a creative spirit and a strong will to build an amazing booth for Exotic Whip, promoting their flavoured whipped cream cans and dispensers. The team was also excited by this. Cream and fruit together? In a can? What's not to love?
We also emphasise the importance of clarifying with clients from the outset whether they want their own ideas executed or if they're open to our creative direction. I think we can eliminate the Exotic Whip trade show booth design project, as it was never a worry for us; as we mentioned above, these challenging projects are here to test our mental and creative skills, which we thrive on.
Allowing us to get brain-busy and strapping our problem-solving backpacks on is something we do all the time. Despite the exhibition booth challenges that came along, we remained resilient and focused, finding creative solutions to the issues that arose. This project was a testament to our team's ability to adapt and overcome, and we emerged stronger and more experienced.
Nuts, Bolts & Near Breakdowns
We collaborate with some of the world's most experienced and renowned trade show booth-building teams. Some of the partners we get on with are a delight. However, with this Vegas party, the build didn’t go entirely smoothly. We had one or two significant issues with the builders.
For starters, the builders were quite inexperienced, whether in building booths or in general, as they missed the mark when it came to putting together our design. Safety measures on-site didn’t quite meet our expectations and were poorly executed, with a lack of safety measures on-site, which, for us, is a massive no-no. The client's late engagement also contributed to the stress, particularly with the impending Christmas shutdown.
The finer details of the build, such as the incorrect positioning of a door and discrepancies in measurements—"measure twice, cut once"—presented challenges and frustrations that we encountered on our Exotic Whip journey. A few booth graphics didn't print as expected. Some of the booth's graphics were printed incorrectly. Instead of quickly organising a reprint, fingers were pointed at those who were to blame. Other issues include the need for the stand's cupboard interior to be painted, the lack of heating and running water, and the wiring being messy and exposed.
Not only were the team dealing with a demanding project, but at one point, during this whole commotion, over and above what was going on, Becky, our Creative Director, misplaced her wedding ring, which added to the stress of the days we were out there.
How did we deal with this at the Las Vegas trade show? We got busy.
The TAB Way of Working Equals No Excuses, Just Solutions
Because we are not afraid to shy away from any challenge, especially booth design, we rolled up our sleeves, buckled down, and applied ourselves, along with any other idiom, which means we got on with it without fear or favour. We took complete control of the project management of the booth build and began the task of undoing and sorting out the issues one by one.
We're very detail-oriented at TAB, ensuring that even the finer details are not overlooked. As we went through the booth's construction, we came across some points that needed addressing. And this is where we stand out as project managers. The doors were incorrectly positioned, and numerous discrepancies in measurements were noted. The use of a less experienced builder due to budget constraints resulted in numerous on-site issues and safety violations, which was concerning to us, especially Becky.
Another problem that required a keen eye was a storage cupboard at the back of the booth, which was opened from time to time and hadn't been painted internally. As the models and booth operators opened it during the exhibition, you could see the scruffy, unpainted wood at the back. And this cupboard was opened A LOT during the exhibition. It might be small, but these details do get noticed by buyers at trade shows. And it can really make a difference when it comes to showing off your products or services to potential clients.
An additional complication with the booth build that we frequently encountered was exposed wires, which not only posed a danger to the booth staff but also appeared unsightly. We got that tidied away pretty promptly. We got the cold water running hot and reprinted the graphics while everyone else was pointing fingers at each other.
We headed into downtown Las Vegas and sourced bikinis for the models that matched the booth's aesthetic. A space was then constructed for the model's clothes to be stored safely while they adorned the booth's beach-themed design.
It was a massive challenge, but we came together, swooped in, and eventually sorted it all out under a tremendous amount of pressure. Ultimately, the client was satisfied with the final execution of the exhibition booth design, build, and outcome despite the arduous process.
Lessons from the Booth
The Exotic Whip project tested our resolve and problem-solving skills right up until the last minute. We gathered a wealth of key takeaways and learned a great deal that we can certainly implement in future projects.
Firstly, client communication and decision-making should be clearly defined at the outset. The conflicting visions among different leaders within the brand stunted the build and caused a ton of problems that could have been easily avoided. We should have established one decision-maker and stuck with that.
The significance of having detailed technical drawings, including the placement of sockets, may be overlooked by us. However, they may have focused too much on minor details and not enough on major structural elements, such as booth positioning.
Additionally, we love giving client support and helping to ensure complete satisfaction with the project. This included purchasing outfits and accessories for their team with very little notice. It also demonstrated our commitment to making the project a success and the client reaching their goals at the exhibition.
We found the experience pleasingly stressful while working on the Exotic Whip project, but we came together, as we always do, to complete it on time. Despite the difficulties, client satisfaction always remained our primary goal, and our team was pleased when people reacted positively to the final stand. The client was ultimately happy with the outcome.
Would we work with them again? Would another collaboration be on the cards in the future? Definitely yes, but using our trusted partners, whom we know well, and how they approach projects.
From our point of view and through self-learning, not everything we planned went as smoothly as we'd hoped, and we must take some responsibility. For example, in hindsight, this project experience taught us the importance of following the client's brief more closely at times. And not get tied up in project politics.
From Vegas to Wherever Next
At the end of the exhibition, the overall execution of the whole adventure was ultimately positive. We came, we saw, and we got the job done. And we were educated.
So, what does this mean for the future? And what does it mean for you? Future exhibition booth builds are an adventure for us; we love them. If you're a bold brand looking for an exhibition booth design from start to finish, with a bunch of nerdy creatives with a lot of guts and talent. We're the team. Sleeves rolled up with a solution-first focus, with no excuses.
At The Authentic Brief, our Exotic Whip adventure is just one example of how we thrive in chaos, turning tight budgets, moving targets, and unclear briefs into unforgettable brand moments.
If you're looking for a team that pays attention to the smallest details, offers solid project management, ditches the safe, creative route, and is invested in your brand as much as you are, we can help. The next big challenge is out there, and we're already packing our toolkit.
