01Knowledge automation · Customer Contact Week, Las Vegas · Concept, design, production
A deck of cards, and a booth dealt from it.
Shelf answers customer-service questions before the agent has to look. They were going to Customer Contact Week in Las Vegas and needed a booth that would pull people in and a giveaway they would keep. Prediction, Las Vegas and the Shelf mark pointed to one idea: a custom deck of cards, drawn from the logo, and a booth built from the same deck.
- 54Cards, every face and back drawn from the mark
- 1Idea, carried from the deck to the walls
- 10 × 10The booth, dealt from the same cards
- A hitAt the conference, in the client’s words, and the lead goal beaten
Where it started
A ten-by-ten booth in a hall full of them, a product that predicts what a customer will ask, and a city built on odds. Shelf needed to be the booth people walked to on purpose, and to leave the show in people’s luggage rather than in the hotel bin with the rest of the swag.
What we did
We looked for the one idea that could hold the product, the place and the brand at the same time. The Shelf mark is a stack of lines; the product is prediction; the town is Las Vegas. A deck of cards holds all three, and it is the one piece of swag nobody throws away. So we drew the deck, every face from the mark, and then built the booth from the cards: the queen across the back wall, the jack on the counter, the king on the banner.
- 01ReadThe product, the brand, the venue, the crowd.
- 02DecideOne idea: the deck. Brand, product and place in one object.
- 03DrawFifty-four cards and the box.
- 04BuildThe booth, the counter, the banner, the collateral.
Fifty-four cards, one mark.
The Shelf mark became the court cards’ armor and the pip cards’ frame. Every face was drawn, kings, queens and jacks in each suit, the aces, the jokers, and a back built from a guilloche around the logo. Printed as a full deck in a tuck box, and handed to every attendee who stopped.
The deck, boxedThe card, ten feet tall.
The booth walls carry the queen at architectural scale, with the black guilloche running behind her and the zodiac scattered in Shelf’s brand colors. The jack on the counter, the king on the banner stand, all from the same deck. It read from across the hall, and up close it rewarded the walk.
The full set
The booth
Back wall and counter
DarkSquare helped us tie our brand with the theme of the CCW event in a powerful way. Their design work and creative ideas made us a hit at the conference and the memorable take home ideas they helped us with will keep attendees thinking about us.
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Start with a conversation.
One call and we'll tell you if this is a fit. If it isn't, we'll say so and point you somewhere better.