Trade shows are a critical touchpoint for Hazel’s Sales and Marketing teams, offering opportunities for high-value conversations with growers, packers, shippers, and retail partners. However, the existing booth design no longer reflected the company’s evolving brand identity and lacked the functionality needed for meaningful engagement. The visual style felt outdated, the meeting space was limited, and the standard-size display screen provided by exhibitors was too small to effectively showcase video content—one of the company’s strongest storytelling tools.
A full overhaul of the booth design and all supporting collateral became essential.
The redesign began with elevating the overall aesthetic to align with Hazel’s refreshed brand direction. I stripped away unnecessary decorative elements and moved toward a cleaner, bolder, more modern approach that emphasized clarity and confidence.
Collateral also received a complete reimagining: instead of loose-leaf one-pagers, I introduced trifold brochures tailored to specific crops, giving each audience segment content that felt directly relevant to their operation.
The booth footprint was expanded to accommodate a larger meeting table and a more prominent screen, ensuring video demonstrations and product explanations were front and center. This holistic methodology was applied across multiple trade shows—whether partnering with third-party exhibition agencies or coordinating directly with show organizers—ensuring the booth remained consistent, impactful, and functional regardless of layout constraints.
The collateral refresh extended beyond print. Each crop-specific brochure was paired with a dedicated landing page, accessible via QR codes placed throughout the booth. This not only provided attendees with immediate access to additional information but also enabled us to track digital engagement tied directly to trade show traffic. The cohesive, refined visual system and improved booth layout resulted in stronger engagement across the board: more meaningful conversations, more scheduled and spontaneous meetings, and an increased number of visitors drawn in by the bold, streamlined design.
The combination of print and digital assets also strengthened post-show follow-up opportunities, creating a measurable link between booth presence and continued customer engagement.
