Hearthsong Branded Environments

Following a complete overhaul of the Hearthsong brand identity in early 2023, I immediately identified the need to bring the new identify to life in upcoming trade shows and sales events. Without a dedicated internal team, I proactively took the lead in the effort despite having never worked on a trade show booth before.

The first milestone was the ASTRA show in July which was approaching quickly. I kicked off the process with some 3D “sketch” concepts that showed a variety of ways to create an engaging display that would draw attention while capturing the colorful, energetic brand style. After identifying that the budget needed to be tighter, I pivoted to a design that combined elements of the original concepts while making the construction of the fixtures more cost-effective. To keep the costs even lower, I personally built multiple fixtures myself (including the front logo wall) and handled the sourcing of all other components except for the large back wall, which was handled by Skyline Boston. I also art directed or personally created all graphics for the booth, and proposed the product placement and layout. I even packed up everything on pallets to be shipped to the show!

Although this was all done on a compressed schedule, the quality and design of the booth resonated with audiences both internally and externally. In fact, the Hearthsong booth was the only booth design that received a “shout out” from the ASTRA social media accounts. The fixtures and design elements created for the booth were later translated to Hearthsong’s Atlanta Showroom as well as their 2023 New York Toy Fair Booth.

My Role(s): Project Leader, Creative Leader, Designer, Builder, Logistics, Planning
Other Credits: Jill Olson, Cathrine Roby

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