Channel Partner Tradeshow Booths
The Channel Partner team fosters relationships with agents, MSPs, VARs, and technology integrators to grow RingCentral’s partner ecosystem. They host booths at Channel Partner events to showcase products, engage decision-makers, and strengthen their market presence.
Context
As the lead designer at a fast-paced midsize startup, I was responsible for designing and managing the Channel Partner’s new tradeshow booth—a role that extended beyond my typical duties. With our small team and lean resources, I played many roles, taking full ownership of the design, vendor relations, and overall project management. The booth needed to showcase the brand effectively and grow over time into a 16-foot video wall. To stay within budget, we chose a booth that allows for future expansion and the integration of the latest technology when needed.
The Problem
The project presented several challenges, mainly due to limited resources and the requirement for a booth that could evolve alongside the company's growth plans. I took on multiple tasks, including lead designer, art director for designers and animators, project manager, and liaison between external vendors, internal stakeholders, and management. The booth needed to reflect our brand, be functional, scalable, stay within budget, and meet tight deadlines, all while ensuring effective collaboration across various teams.
The Solution
I involved the entire team as I approached the project methodically to address these challenges.
Booth Sourcing and Creative Development: I ensured the booth met creative and functional requirements. As the lead designer, I played a crucial role in developing the theme and visual concept and designed skins for all three booth sizes—10x10, 10x20, and 9.5x16 feet—while keeping our brand at the forefront. The final booth design included the potential for a seamless video wall.
Presentation and Stakeholder Management: I crafted a compelling presentation that effectively conveyed the concept, designs, and budget breakdown to stakeholders and upper management. My presentation highlighted the booth's potential to create a memorable brand experience at tradeshows and demonstrated how it met financial and creative expectations.
Vendor Coordination: Once the concept was approved, I communicated with multiple vendors, including those responsible for the booth structure and the future video wall. As the primary contact, I ensured all teams were aligned on deliverables and timelines, maintaining the overall project vision throughout the process.
On-Site Supervision: At the team's request, I attended the tradeshows to oversee the booth setups. Being on-site, I ensured the booth was assembled to our high standards, resolving any issues in real-time to maintain a functional and visually impactful presence.
Project Oversight: Additionally I took on project management responsibilities. I coordinated between internal teams, monitored deadlines, handled production timelines and shipping logistics. Clear communication and adaptability were vital in keeping the project on track. This experience taught me the importance of balancing creative execution with practical logistics, ensuring the project met artistic and operational goals.
B2B SAAS EVENT: CASE STUDY PROJECT OVERVIEW
Project Type: Event Branding & Environmental Graphics
Channel Partners Conference & Expo
Team
Lead Senior Designer - Jennifer Wanderer
Contribution
Research: Vendors and secured a partnership for a cost-effective, scalable booth, alongside competitor analysis.
Vendors: Collaborated with vendors on fabrication, video walls, logistics, and maintenance for national event deployments.
Visual Design: Designed and art-directed concepts, booth visuals, and brand guidelines and built an asset library.
Animation Reel: Art directed animator, created storyboard.
Project Management: Managed booth setup and coordinated the addition of a video wall with internal and external teams.
From Research to Reality: Sourcing the Ideal Booth Vendor
I presented several booth configurations to the Channel Partner team, considering scalability, cost, and long-term use. We narrowed the options to two: the Serpentine Display, which offered dual-sided skins for separate sales areas, and the Apple Booth. Each came with distinct features and price points. Ultimately, we chose a modular Apple Booth from Tradeshow Direct that could evolve into a 16-foot video wall over time. I worked closely with AV Dimensions to plan the seamless integration of the video wall as a future upgrade, coordinating both vendors to finalize the booth structure, flooring, and video wall specifications before making the purchase.
We selected the “Apple Booth” and made some modifications to allow for the video wall expansion.
Gaining an Edge: Competitor Research at Key Events
To refine our strategy and approach, I conducted thorough competitor research at early events. This research helped shape our messaging, visuals and informed the design direction for the future video wall upgrade.
Crafting the Visual Experience:
Photography and Visuals for Booth Panels
We purchased six vibrant, high-end photos from Getty Images and Shutterstock that showcased people using devices for the booth’s 16-foot panels, including 20x20-foot and 10x10-foot configurations. One image required customization, where I superimposed a Polycom device in Photoshop to reflect our partnership for the booth launch.
The ask was to incorporate glowing swirls and light sources around the people and devices, adding a dynamic and engaging element.
Booth Phase One: Channel Partners Conference & Expo 2015
Finished booth skins incorporated into the architecture of the booth.
Booth Phase Two:
Concepts Channel Partners Conference & Expo 2017
The first event with the new tradeshow booth and graphics was a major success. The booth, along with the original skins, remained in use for several years. As the Channel Partner team expanded, so did their budget, allowing us to move forward with the video wall build.
Simultaneously, they requested a more vibrant booth design, incorporating bold shades of orange and blue to better align with the brand's identity. They were particularly drawn to the glowing flare effect from the first booth but wanted the new visuals to adopt a montage style, layering images to tell a cohesive story.
I created multiple concepts, and the team chose a few that ultimately became the new booth style. This fresh, modern look, with its vibrant colors and cohesive storytelling, significantly enhanced the visual appeal of Channel Partners’ events, and the new visuals expanded to our Roadshows and other events.
Tradeshow Booth Graphics
Each of these 16-foot panels consists of 50-100 layers in Photoshop to create this effect. I temporary placed boxes to represent where the monitors and cabinets were located to avoid copy being hidden in the final structure of the booth.
Behind the Scenes:
Crafting the Video Wall's Core Structure
I collaborated with AV Dimensions and Tradeshow Direct to finalize the design and cost details for the 16-foot-tall video wall structure. Once the specifications were confirmed, I worked closely with the booth fabricators to make necessary adjustments. The video wall consisted of nine vertical panels embedded within one of the main towers. To support this large-scale display, the fabricators constructed an internal structure to house all the equipment required for the installation.
Overseeing the Onsite Build
Tradeshow Direct was on site to ensure the booth assembly went smoothly, while I was there to oversee the setup and provide guidance on where each skin should be placed. My presence ensured the build adhered to our design vision and addressed any questions or adjustments during the process.
