Each year, Novak Birch works with Great Outdoors USA partners (e.g., U.S. National Park Service and Smithsonian Institution) to unite 10+ booths in the 80’ x 30’ space, delivering one cohesive experience. We evolve the design every year to include new partners and to incorporate a fresh, branded theme and innovative elements. This was my third consecutive year in leading the art direction and design execution for the space.
To unify the booths, we work with each partner to understand their unique identities and goals. Then, we design a family of branded elements to display throughout the aisle, connecting the booths and creating a branded space that attracts visitors.
At IPW 2018, the overarching theme promoted the “Find Your Way” campaign, which celebrates the 50th anniversary of the National Trails System Act and the Wild & Scenic Rivers Act. Each booth featured a branded header and a photographic backdrop, connecting them in the exhibit space.
To unite the booths, my custom digital illustration of Mt. Hood was applied to different elements throughout the area. A branded aviator hung above the booth to offer wayfinding in the large exhibit hall.
In addition, my team designed, fabricated, and installed wooden park sign posts with iconography corresponding to each booth. To anchor the space and provide ambiance, we also designed a custom carpet featuring a trail map.
To provide storage and set dressing, we customized camping coolers throughout the space. Two planters with cacti and grasses lined the entrance to the aisle, creating a grand welcome. Complementing the outdoors theme, we distributed branded trail mix to visitors.
Our main point of contact, U.S. Forest Service Public Affairs Specialist Janelle Smith said, “You translated our ideas into artistic designs that are spot on. We look forward to working with you at next year’s IPW!”