At the heart of any marketing communications effort should be a respect for design that communicates clearly and effectively to bring you the results you are looking for, and your selected design agency should be familiar with all forms of visual media. Print management with a view to not only cost effectiveness, but also how your brand is expressed to its maximum impact across all above, below and through the line channels is vital to effective communication with your target audiences. This is even more important with 3D marketing of the brand such as brand environments, large displays, simple pop-up units or fully fledged exhibition stands.
Whether it’s uniquely different banner printing, exhibition stand design or simply printing onto wine glasses, you need to make a distinctive eye catching impression with an identity and execution that not only looks good in the medium it inhabits but is easy to erect and dismantle.
At the centre of all this is the initial corporate identity design. Aside from a design’s creativity and whether it captures the spirit of your proposition, its ability to translate across all those myriad expressions will determine its longevity and impact. Something might look good on A4 print materials but may not be so wonderful by the time it’s enlarged to fit exhibition graphics.Equally, any logo can be enhanced in an exhibition environment by an imaginative use of lighting that can produce a number of different effects.
Portable Display Stands, Banners, Pop-ups, Modular stands and Shell Scheme Graphics all have their own unique requirements in terms of how robust they must be and how long they will need to last. Design that works will take all those considerations into account from the very start. The marketing functions of Point of Sale Material, Window Graphics and Signage have a similar purpose, but require entirely different lifetimes. These items are expected to last considerably longer than temporary exhibition materials and with POS are often left unmanned and need to work entirely alone. These products therefore need to be far more robust than temporary graphics, whilst maintaining the same style ans sense of unity of corporate design as all the other relevant items of marketing colleteral.
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