We redesigned the International Builders’ Show (IBS) for the Freeman Company and used brand collateral supplied by the show’s association, the National Association of Home Builders (NAHB). Architectural forms were value engineered to reduce material and labor costs while featuring the structural integrity required for each installation.
Most major tradeshows have a main impact piece, a towering structure that informs guests they’ve arrived at their destination. Knowing that more than 51,000 industry professionals attend IBS each year, we knew how important this component was to our clients. With that in mind, we developed a monumental sculpture that identified IBS, but also spoke directly to the home builders, their trade and craft. The principles we applied to this piece are rooted in the modernist architectural movement where buildings reflect its purpose; where form follows function.
In addition to graphic and structural designs we also provided photographic service to NAHB’s marketing team. Not only were we able to provide high-quality images that captured the attendees’ experience at the show, but we were already brand stewards. We knew the venue inside and out, had built a great relationship with its executive staff and were able to offer a fresh, unique perspective over other industry photographers.