Soluno Experiential Sales Booth
Brand Experience Design
As with many industries, the legal tech market utilizes conferences and trade-shows to share ideas, network, and see what's new. From late 2019 to early 2020 I led the re-design of Soluno's previous conference display booth into a sales experience that was functional, flexible, and would give potential new customers a positive first experience with the brand.
Goals:
Increase web traffic & web-based sales
Streamline back-end development experience
Strategy:
Improve end-to-end user experience; from discoverability to information architecture.
- Optimize website SEO on the back-end to boost discoverability among our potential audience
- Add clear and prominent Call-to-Action prompts (CTA)
- Align the website with the rest of Soluno's brand
- Organize and streamline information for all kinds of visitors (potential customers, current users, sales consultants, business partners, etc).
Sample One: Home Page
Before Redesign
After Redesign
(click the image to see the current live page)
Sample Two: Pricing Page
Sample Three: Billing Features
See The Whole Thing!
Unless stated otherwise, all written copy, visual assets, design aspects, and information architecture were planned, created/curated, and implemented by me. It was a huge undertaking that I approached with the help of Webflow and my own HTML/CSS knowledge.
This project is constantly growing and changing as Soluno's brandand influence also grows. As the site manager, it is something that I am very proud of. I invite you to take a look at the live Soluno website!
Logo
Design program(s) used: Adobe Illustrator CC
The Soluno "Squarecase" is a simple design that reflects the company's desire to elevate their customers' law practices. The square shape and circular beginning to the arrow was inspired by computer circuit boards. The steps speak to the idea of ascension and improvement and separate the image into two puzzle pieces; blue (experience), and orange (innovation/energy) fit together to make something bigger and better: Soluno.
Colour Story
Blue for security, trust, and experience. A calm and recognizable colour for our clients to feel a sense of security. This is complemented by orange; energetic, new, and stands out in a sea of the industry's blue and green palettes.
These colours charge each other up, and balance each other out. They reflect what customers can expect with Soluno; new ideas being executed with professionalism, precision, and energy.
Visual Brand
Goals:
Cultivate in-person brand interaction
Project Specs:
Branded sales booth experience...
- Configurable for a 20'x10' space down to a 6'x2' area.
- Must be accessible, easy to transport, and simple to set-up.
Marketing & promotional materials...
- Full-scope product brochure (Print)
- Special offer flyers (Print)
- Product comparison and business spec materials for potential sales contractors and business partners (Print & Digital)
- Video content to display on tv screens (Digital)
- Promotional gifts for visitors (Physical)
- Employee business cards (Print)
And a budget of $10,000 CAD.
Modular Display Layout
Panel graphics were designed using Adobe Illustrator CC. Mockups were created using Adobe Photoshop CC.
Soluno attends around 13 trade shows a year, and all exhibit spaces would provide different booth sizes. To be ready for anything, my team arranged essential equipment and information that needed to be available, and then mixed and matched them to suit each potential booth shape. High-fidelity mock-ups were made so that they could be assembled accurately by the sales team.
Print Materials
Print assets were made using a combination of Adobe InDesign CC and Adobe Illustrator CC.
Video Collateral
"Daniel" Cartoon Video made with Procreate, Adobe After Effects CC, Adobe Illustrator CC, Adobe Premiere CC, with illustrations by myself and voice work by Justin Krawczyk. "Meet Soluno" Explainer Video made with Adobe After Effects CC.
Promotional Giveaways
Soluno is a legal accounting product that deals with money, chocolate is a crowd favourite, and having the coins embossed is a fun way for people to remember our product.
We also gave out branded post-it notes. They are highly likely to be taken to the attendee's office instead of thrown out or given away; plus each post-it note also acts as a tiny billboard for our product.
Goals:
Brand Awareness
Audience Engagement
Strategy:
Move prospects from product awareness to engagement via increasingly interactive digital content.
There are three main aspects to the Solunoverse campaign:
- Five 50-second video ads introducing a character, their struggle, and how an aspect of Soluno helped them with their problem.
- Written digital content that related to each of the characters' values.
- A series of live webinars that highlight features that would appeal to each of these personas.
Videos
Live drawings made with Procreate and recorded with Record it! App for iPad. Videos edited with Adobe Premiere CC and Adobe After Effects CC.
Storyboards drawn with Microsoft OneNote. Voice narration provided by Justin Krawczyk and edited with Adobe Audition CC.
Blog Posts & Webinars
Blog Posts
As a part of the Solunoverse campaign, five individual thought pieces will be written and posted onto the blog of the sales website. Each of these pieces will be related to one of the challenges faced by the characters in the promotional videos.
In addition to creating content that we can distribute across our community platforms, these posts will also re-capture any users who have lapsed in engagement.
Webinars
Once a month, Soluno will be hosting a webinar that focuses on one of the value centers of our target audience. They will be hosted by Certified Soluno Consultants, which will reinforce their expertise as well as our brand as a source of knowledge.
These webinars will allow for the collection of engaged leads that can convert to sales; and will also provide users with insight and information about our product without having to invest in it. This final piece of the campaign stands to improve sales, engagement, and our brand's reputation.
the Product
The ApolloCUBE is the hypothetical flagship product for the Apollo line of lighting products. These lights are aimed to be modular and multi-functional lights that gradually change the colour of its light throughout the day in order to mimic the movement of outdoor lighting.
The lights can be connected to a phone app that allows a user to toggle the light on/off, adjust the colour, or connect multiple lights together so that they can be adjusted together.
The mid-fidelity prototype we put together was part of a 12 week project with my 5 teammates, and was designed to work as a shelf and productivity tool as well as a light.
Transition video made with Adobe Photoshop CS6 and Adobe Premiere CC.
The Brand
For the colour palette, white was chosen as the main base colour as it is cleaner and more strongly associated with health and wellness. For the accent colours I also took care to choose more muted or wellness-associated colours to give the product a look of peacefulness and productivity. Orange was chosen as the primary accent colour, and a secondary yellow was added for gradient or smaller accents. This was complemented by a confident blue and a softer blue counterpart.
PackagE Design
The packaging for this light was intended to be easily replicated and changed as different Apollo light models were released. As they would likely be stacked in a merchandising situation, I left the lid relatively clear. The model identifier is clear to see, and the copy on the side of the package clearly states the advantages of the light. The cube outline that wraps around the box's edge could be replaced with a high quality photo of the fully-realised product, but since my team lacked time to build the product to the necessary specifications, I opted to make a minimal graphic.
Packaging graphics made with Adobe Photoshop CC and Adobe Illustrator CC.
Phone Interface
I designed the phone interface to be bright and high contrast. It is not a complicated interface that users can quickly move through with very little mental fatigue.
This interface didn't require reinvention of the wheel. I took existing conventions from phone operating systems (such as slider toggles). I also pulled inspiration from Car Apps that allow users to turn their cars on and off remotely.
Given more time with this project, I would add an additional screen to communicate light use habits to users, and flesh out the light registration process.
Screen mockups made in Adobe Illustrator CC.
Pitch & Promo Materials
The first advertising campaign for this conceptual brand was based around the tagline "Light, years ahead." This tagline spoke to the functionality of the light as well as the company's progressive ideas about workplace wellness.
We wanted this product to appeal to young professionals who are just beginning their career, and so collateral needed to have an element of fun and energy. I used a vapourwave aesthetic to guide my design, and attempted to keep the look of it light, despite grappling with the prototype photographs.
When our team was chosen to pitch to a panel of judges, we were also required to some up with comprehensive diagrams and a full start-up pitch, which I prepared.
ApolloCUBE prototype diagram made in Adobe Illustrator CC.
"Light, years ahead." poster made on Adobe Photoshop CC and Adobe Illustrator CC.
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