Every June the contract furniture market elbows their way to the Merchandise Mart for NeoCon. It's no different for Trendway, but they have a unique problem. Their showroom is across the street from the bustling Mart. And with lots of restrictions for redirecting traffic to the other side, how do we get people there? And once they're inside, how do we convince their dealers and reps that they're more than just systems? Concept development included visual and verbal exploration around the theme "1000 ways." The extension of this theme addressed audience benefits of service, price, quality, breadth of line, and good clean fun. 1000 ways… …to make you look good. …to great service. …to a new space, fast. …to say hello. …to make you look. …for people to start working. …to keep a promise. …to take a break. …to be worry-free. The list could go on and on; and presented some nice contextual opportunities. Trendway is lucky enough to have some great internal designers, so my role was to explore this concept and sketch some specific tactics. And they hustled to implement!

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