LiteZone Glass Inc. manufactures a next generation, award winning, ultra energy efficient insulating glass unit that makes possible the world’s most energy efficient and longest lasting windows.
I was tasked with designing a 10' by 10' exhibition booth for LiteZone Glass Inc. to be displayed at the Home and Garden show at the Edmonton Expo Centre which sees over 43,000 attendees annually.
To reach this new residential homeowner market, I needed to employ a strategy that was rooted in feeling first. To achieve this, I designed an exhibition booth that was an immersive space — one that evoked the feeling of being in a home that uses LiteZone glass.
LiteZone Glass Inc. offers new cutting edge technology that allows for large expansive windows that can be as insulative as walls. Their offerings are high quality, high performance, and can optimise human comfort. To communicate this in the booth, beyond the explicate messaging in the written materials, every design choice was made to create feelings of homey comfort and warmth but with a modern edge and with LiteZone’s brand story woven throughout.
I designed all of the marketing materials to be displayed in large picture frames on the wall and selected each item and material in the space with intention. For example, using a luscious real plant as opposed to a plastic one evokes feelings of quality and sustainability, and books with titles such as “In Search of Excellence” speaks to LiteZone’s mission and values.
The booth was framed and constructed from wood and other building materials with modern finishings and an actual LiteZone glass unit installed for the window. I sourced a beautiful photograph of Edmonton’s river valley and had it adhered to the glass unit and back lit to create a lightbox effect and the illusion that you were sitting in an actual living room with a big beautiful window to peer out of.
I was tasked with creating an installation design for the front reception area of the LiteZone office space.
For this project, I focused on the key visual components to LiteZone's visual identity to ensure a pure expression of the brand: the logo, layered geometric shapes that have been cut on the diagonal, and the colour palette of yellow and black. To add visual interest, make the logo a focal point, and connect the design to LiteZone's product, I included an acrylic stand-off made to look like glass.
With the logo wall not squarely behind the reception desk, I employed techniques to make it feel like the obvious focal point. First, all the lines and shapes are angled to draw the eye into the logo. Adding black to the logo area creates visual weight which also draws the eye in. Lastly, I used the wall creese as an intentional angle in the design — working with the space instead of fighting against it.
Explaining to customers how LiteZone can be the cheaper option overall when it has a premium up-front price tag is a bit complicated and can be a hurdle for sales.
The design of this infographic breaks this concept down into two key parts and visually communicates these parts individually and how they relate to each other. It acts as a clear visual aid when explaining these concepts, creating clarity and retention, and a potential take-away piece for customers to review later.
