Brand Stewardship - Experiential

With a newly repositioned corporate brand, three product lines to showcase and a recent corporate acquisition, the leadership team at IFF already had their hands full. With the world’s largest and most prestigious fragrance trade show on the horizon, there was a lot of pressure to get things right, but not a lot of time to think through how all of these new elements would work together. IFF asked us to do just that; design a unique, sophisticated environment to debut the brand, underscore their message and drive more business.

Highlights

The World Perfumery Congress is the global stage for fragrance creativity and the premiere customer event in the industry. IFF desired a booth with stunning visual impact, open layout, and areas for private discussions, group presentations and lead capture. Communication had to support sustainability, leverage technology, and engage through interactivity. Finally, the space had to embody the company’s new brand, while making use of existing assets.

Our Approach

IFF’s new brand and complex value propositions were synthesized into a rich, integrated experience. The open structural design style provided a comfortable environment for clients and customers to navigate the booth. Critical content was distilled and amplified through a variety of media, creating ideal brand experiences for individuals and groups alike. An integrated, digital attendee survey platform helped the sales team drive conversion of attendees into customers during and after the show.


The Results

Fusion created an engaging environment with a mix of visual, auditory, tactile and interactive experiences. The space delivered a holistic embodiment of IFF’s value proposition while showcasing the new brand - with 108 qualified new leads generated, the sweet smell of success persists well beyond the show.

The way we position our brand should reflect the quality of our products and the innovation of our science. The World Perfumery Conference is a pivotal show for us, but even more so as we were also debuting our new brand and key messaging. As usual, Fusion delivered for us under tremendous pressure. I don’t know how we would have navigated tying the design, strategy and customer messaging together on such short notice without them.


Focus Areas

Our team worked closely with IFF’s internal leadership teams and their third-party suppliers to deliver the World Perfumery Conference experience on time and on-message. Brand stewardship and design acumen were central to the successful execution of this project amidst the change and design variables.



Graphic Design – Sales Collateral, Corporate Identity, Traditional Print, Presentations  
Digital Platforms – Mobile Presentations, Video, Mobile User Experience
Design Strategy – Content Marketing, Go-To-Market Positioning, Agency Coordination
Experiential – Trade Shows, Exhibits, Webcasts, Management & Coordination, Brand Launches