Microsoft @ Smart City Expo
Demonstrating Microsoft's unique abilities in the Smart City context
Overview
At Smart City Expo 2019, Microsoft hoped to demonstrate its ability to:
- Advance the skills of city employees
- Deliver innovations in accessibility and inclusivity
- Shape AI for good
- Showcase Microsoft in the Smart City context
Targeting public & private decision makers in the Smart City industry, the booth design needed to accommodate a range of engagement scenarios (from formal meetings to casual networking), communicate brand tone, reinforce messaging, and promote seamless navigation.
The final solution created an immersive environment highlighting Microsoft messaging & learning with sizable footprints devoted to Microsoft Partner stations, private meeting rooms, a cafe, & classroom.
My Role
As the project creative director and lead designer I guided the design process from start to finish and exceeded the clients expectations at all design milestones. I worked with the Microsoft team leading design meetings, presenting, working through and executing a solution that considered marketing/messaging, brand expression, budgetary, technical, aesthetic, and spatial needs. I also drove the project forward through frequent internal team coordination and direction including graphics and documentation/detailing.
Process
A glimpse into organizational concept development during the design process.
Defining client goals & target audience, analyzing constraints & opportunities.
Initial organization concept
Clarification in program and slight shift in client direction resulted in a new concept
The preferred organizational concept was developed
Refinement of the Center Core concept based on program evolution, client/marketing/brand considerations, technical criteria, budget concerns, graphics needs, etc.
