Case Study: WASTE AWAY® – Help We Have No High Res Logo File or Graphics & We Need This Booth Now!
Problem: WASTE AWAY® needed trade a show booth in an extremely quick turn-around time but had no enlargement quality graphics readily accessible; logo available only in raster file format; background graphics not large enough file format to use as is.
Solution: Mark Bric Display graphic gurus spring into action with their problem solving skills and re-create logos and artistically re-design graphics.
WASTE AWAY® is the premier national service provider of the multi-family industry for door-to-door trash & recycling services. Their company motto is “Service at your doorstep,” and trash & recycling is their business. They promote many programs for residential management companies throughout the country. They offer the convenience of doorstep trash & recycling removal by collecting residents’ bagged trash at each unit then transporting it in service vehicles to local community’s compactors and dumpsters.
WASTE AWAY® was founded with one thought in mind, “Service at your doorstep,” which has since become the company’s motto. WASTE AWAY® strives to enhance their clients’ marketability and community appeal to current and future residents by providing the top-rated apartment amenity, doorstep trash removal and recycling.
In preparation for multiple spring and summer trade shows including the April Texas Apartment Association Education Conference & Lone Star Expo in Houston, TX, the May Atlanta Apartment Association Trade Show in Atlanta, GA, and the National Apartment Association (NAA) Education Conference & Exposition this June in San Francisco, CA, WASTE AWAY® called Mark Bric Display and told them they needed a trade show display in a hurry. As far as industry standards go, Mark Bric is quite efficient in designing, creating and building displays so we were up for the deadline test.
The challenge in this project arose when WASTE AWAY® was not able to provide or arrange for creating enlargement quality logos and graphics. WASTE AWAY® simply did not have logo files, or photo files created in high enough resolution to be able to be easily converted into the large graphic format that their 10’ x 20’ exhibit space required.
This happens a lot. Exhibitors are experts in their fields, are great companies to do business with, but simply are not graphics experts, and that is ok. That is what graphic designers are for! Is it quicker and more cost effective if a company has high res graphics on hand? Of course! Is it the end of the world if they do not? No. If there are problems, good exhibit providers find, or in this case, make solutions.
Since the logos WASTE AWAY® had were only available in raster file formats, when enlarged, they would inevitably look “blurry” or “pixelated”. Fortunately, at Mark Bric we have some pretty savvy graphics gurus who were able assist them. Mark Bric’s graphic department recreated the WASTE AWAY® logo in the appropriate Vector file formats. Vector files are based on mathematical formulas and not pixels so when enlarged they still look crisp and clean. After fixing the files, Mark Bric was once again ready to roll on what normally would be an easy in house ISOframe Custom Fabric display.
Challenges again arose when the provided photos were not in a high enough resolution to use as a large mural covering the entire backwall as a single image without looking a tad fuzzy or blurry. Again, given timeframe and client budget, the Mark Bric creative team made some suggestions and decided to use the provided graphics but alter them with a watercolor type filter to give the images a softer and more artistic feel. The resulting changes created a stylistic representation of the company’s functions and services.
The resulting WASTE AWAY® booth was attractive and functional. In order to have a convenient customer service area in the space WASTE AWAY® included an Expo Case counter, which doubled as storage case and counter. They also incorporated a wall mounted video monitor to showcase a highlight video of their services with the intent of drawing attention and facilitating customer engagement.
Timelines are important and adequate advance planning always makes exhibit design and creation less stressful, but Mark Bric’s streamlined process and their ability to problem solve makes them a wise choice for an exhibit provider – even if you have graphic quality and deadline challenges. Notice that even with WASTE AWAY® ’s very short timeline, Mark Bric Display set the ISOframe SEG Fabric display up in their warehouse before sending it to the client. Pre-build at warehouse is just one piece of Mark Bric Display’s commitment to quality and customer satisfaction.