Marketing | brand management
FARMBOY fine arts
Farmboy Fine Arts, an international art consultancy firm, was making its launch at the Hospitality Design Conference, North America’s largest hospitality conference, held in Las Vegas. The marketing strategy for the firm was to invest in a yearly marketing campaign which included the design of a tradeshow booth, swag, and offsite networking events to launch at the conference. The company was new in the industry and needed to make a bold statement at the show to capture the attention of industry people and designers. There was a unique backstory to tell, the company’s tagline was “rural roots urban design” and the design objective was to showcase the company as a disruptor in the art and hospitality industry.
farmerluxe
2009
Paying homage to the client’s rural roots, the concept behind Farmerluxe is based on the quilting patterns from rural Alberta, specifically the “log cabin” and the “wedding ring” designs. A collection of contemporary graphic illustrations from emerging North American artists was showcased and strategically curated in the quilting pattern arrangement.
Photography and mixed media works punctuated the exhibit space by offsetting the bold graphic nature of the background. Contemporary Art juxtaposed with rural quilting patterns had a high impact on the booth design.
Marketing Collateral
To round off the marketing campaign, a print catalogue was produced to showcase the company’s curated images and product mediums, as well as graphic tees and handkerchieves were custom-designed as swag to be given to select clients.
Exhibit booth voted “Best In Show” at the Hospitality Design Expo, 2008
sample kit design
2008
The essence of the brand is incorporated into the design by creating a package that is approachable and friendly. The concept of the milk carton derives from the company’s tagline - “Rural Roots Urban Design” - drawing from a wholesome spirit that exists with the brand’s rural beginnings.
CIRCUS
2010
The theme for the marketing campaign draws inspiration from an imagined travelling circus show set in an abandoned rural field. The backdrop of the trade show booth displays an expressionistic, free-hand aesthetic that is playful and energetic.
Physical sculptural elements such as making the Bronco logo come to life in a pop-up form are further enhanced by shadow effects rendered in the graphic styles of the background image to create depth and engage the viewer.
op art
2008
Coined in an article in Time magazine in 1964, which described the ‘op art’ movement as an “attack on the eye”. Op art was a social, engaging, non-elitist kind of objective art that emphasized the role and experience of the visitor -much like the company’s mission as “spatial activists.”
The marketing campaign represents a “mish-mash” of op art - through the use of bold colours and high contrast patterns of the 90s intermixed with the mathematical deductions of the rural landscape of Red Deer Alberta (thanks to google earth). The op art theme was further supported by nostalgic viewfinders that showed current projects as swag and the team participated in uniform with 90’s sneaker styles and colourful tees. The marketing campaign is a perfect representation of the client’s brand philosophy- rural roots urban design.
exhibit booth won “gold” at the Hospitality Design Show 2008
CASINO ROYALE
2007
The concept drew inspiration from the glamour of old-world Las Vegas. Graphic illustrations of roosters displayed art nouveau styling layered with rings of the four suits. A collection of contemporary photography and illustrations printed on various mediums from acrylic, and di-bond to the more traditional framed art and canvas were curated to showcase the company’s database of image content.
Custom-designed deck of cards as well as graphic t-shirts and postcards packaged in feedbags were popular giveaways.
EXHIBIT BOOTH WON “SILVER” AT IIDEX CANADIAN EXPO IN TORONTO
CREDITS
During my time as Creative Director at Farmboy Fine Arts