Case Study: JCB Exhibition Stand

We were thrilled to be approached by JCB to design their stand at one of Europe’s largest trade fairs.

The brief asked us to bring together multiple internal divisions of JCB while showcasing the latest technology from every part of the company.

The Stand

To achieve this, we designed a stand that was split into five different spaces. It was imperative that all of the sections were tied into one through a cohesive arrangement that allowed for movement around JCB’s products.

The stand also required numerous breakout areas for company representatives to engage with visitors without feeling crowded by the products and equipment on display.

While separated into various sections, the whole stand was brought together through JCB’s brand identity. Across the stand, we used the brand colours yellow and black, along with backlit logos at key points of the stand.

While the equipment and machines drew attention from their sheer size, we highlighted them and any relevant information with spotlights strategically placed.

We also used lighting and floor colours to separate the different sectors within the area that displayed the different engines and mechanical components of various machinery. This added a bit of colour, and the underlit stands and coloured flooring emphasised the colours within the images behind the displays.

Working with their large-scale size machinery, we wanted to ensure that the stand still felt spacious rather than enclosed. Therefore, we opted to design a roofless stand, using a mix of solid structural shapes without roofs and rigging structures, which fit into the construction industry that they work within.

The client wanted to encourage visitors to talk to company representatives, so we carefully placed information at points to engage stakeholders and provoke conservations around the stand. This allowed for more space to be utilised as breakout areas where the attendees could comfortably talk to representatives.

Imagery was a key element to this stand, as it enabled JCB to place its equipment within a context, showcasing the uses and strengths of its innovative and pioneering products. We strategically placed images in large spots that would grab the attention of passers-by, using images that had a variety of colours in them to differentiate each image from the other.

We wanted the stand to provide an experiential marketing opportunity that would interest JCB’s target audience while providing a relaxed and comfortable environment for the visitors to learn more about the company.