Tracey Schropp - Exhibitor Magazine

MANAGEMENT OF EXHIBIT DESIGN/PRODUCTION
The Productronica 2009 booth had to incorporate three sister-companies, introduce new
corporate branding, and most importantly, have our presence clear to the attendees
since the location of tradeshow halls and Nordson companies had both been
rearranged. Having the advantage to use a custom rental, a new design for construction
could be adapted to satisfy these requirements.
“The New Corporate Branding challenge”:
The official launch of our new branding was to occur soon after the November 2009
Productroncia show (on January 1, 2010). Some companies were more ready than
others. I needed to get an agreement on the extent in which to introduce the new
branding in this very prominent tradeshow, one often attended by corporate executives.
Logos per previous branding:
New branding on January 1:
In addition to the combined Nordson stand, a fourth company, Nordson DAGE, was
exhibiting in the same hall in a separate stand. I thought that there should be some flow
with their booth design for corporate matching. As described in Session 61902: “Exhibit
Design – From Concept to Creation”, I provided their design idea as part of the
information types to supply designers. This was an example of the corporate culture,
objectives, brand identity, and current imaging that could apply to our next exhibit.
CTSM Portfolio – Tracey Schropp Page 10