Cheekbone

About Futureproof Inc.

Futureproof Inc. is a full-service, digital-first marketing agency.

Futureproof supports entrepreneurs and owner-operated businesses in North America in their sales and marketing initiatives. Our services and offerings change as the market demands. That’s why we use market research and trends in order to understand your customers and provide a customized solution for your business. We partner with you and harness the expertise of our team in order to achieve your business objectives and grow your brand. We believe in a collaborative, data-driven approach to marketing.

About the Company

Cheekbone Beauty is an Indigenous-owned beauty brand committed to sustainable product development of clean, vegan, and cruelty-free products in the cosmetics industry. The brand is committed to making a difference in the lives of Indigenous people in an inclusive space where everyone is represented.

Problem Statement

Cheekbone Beauty was looking to create a 5ft x 7ft interactive booth experience for an industry conference. The core audience of attendees at the tradeshow consisted of cosmetic managers from across the globe. The booth space was considerably small with just enough space for two people and limited room for equipment and materials - therefore, the design really needed to pack a punch to grab the attention of those passing by at the conference.

The booth also needed to include heat, electrical, and safety considerations for both activation stations, a hot plate for lipstick making, and a ring light for makeup application. Additionally, the design required a storage area within the space to hold giveaway items such as makeup pouches and a stock of complexion pencils for those who sample the product at the makeup station.

Timing and budget were also major constraints. Design and approvals of final drawings had to be done within three weeks to ensure print deadlines were met, with time factored into the building of the booth prior to the event date. In regard to the overall budget, the intention was to do as many DIY projects as possible in order to keep costs low - under $3000.00, which is extremely ambitious for a booth of that size and nature. 

With all things considered, the overall goal of the booth was to demonstrate the process of lipstick making, educate the audience on the natural ingredients that go into the products, and celebrate the Cheekbone’s commitment to sustainability.

Process

Futureproof was tasked with designing the full booth experience from the conception of ideas to the development of the plans and drawings for the build. For a project like this, we typically focus on three key areas:

• Functional Ideation includes the development of core functional and technical requirements of the booth to achieve the project mandate.

• Brand Application includes the application and testing of the brand philosophy and graphic guidelines on 3-Dimensional (3D) mock-ups.

• Program Planning includes functional planning, sequencing, and execution of core booth features.

Opportunities and Solutions

Functional Ideation

There were a number of requirements to incorporate into the small booth. Space planning for all the required elements was critical to the initial project plan. This helped us determine which elements to keep and helped identify opportunities for clever space management (at a 2D level). After the functional framework was complete, the next step was to identify opportunities to reinforce brand identity through 3D planning. 

Brand Application

After aligning with the client on what the space should be, the next step was to consider how customized branding could be applied to the space. At this stage, it was important to render all the different angles of the booth in 3D in order to better visualize the main concept and ensure that it maintains a strong brand and functional identity. Now that the brand application was aligned at this stage, we started looking at the execution and planning of key booth features.

Program Planning

Once the overall look and layout were finalized, the next step was to plan for the specific booth features and prepare the list of safety considerations, materials list, building plans, digital artwork files for print, and all necessary project deliverables. Any part of the booth that required coordinated effort had to be pre-planned to ensure that all working elements of the booth features come together as envisioned for quick and streamlined execution.

The final booth space (5’x7’) featured the following functional key elements:

• A chemist station: Educating users on the lipstick features

• A makeup station: Including a director’s chair, ring light, and makeup caddy for makeup application of featured product

• Display areas: Featured products in fresh flora/nature in order to make reference to Cheekbone Beauty's sustainability initiatives

• Free-standing cylindrical tables and displays with storage

• Secure walls featuring wisdom and commitments with reusable panels for future events

In terms of design elements, notable features included:

• Gallery Display Structure made from sturdy wood/drywall panels; modular/reusable panels for future events

  • Vinyl prints featured key branding which was designed to be easily covered with updated designs for future events

  • Fabrication drawings were supplied for easy DIY construction

  • Maximized interior booth footprint through thin profile modular wall components 

• Cylindrical structures using concrete forms, painted with brand colours, designed to be reusable for future events

  • Easy to move around and work into space as needed, with varying heights (modular)

  • Used as table surfaces (flat circle surface)

  • Used for displays (can be sealed)

  • Used as storage (with a secure circle surface that is removable) and can store makeup bags (or other products)

• Floral arrangements featured flowers that can be easily dried and reused for future events or photography props

Results

While the components were originally designed for DIY construction and assembly, the clarity of the drawings made it faster and more cost-effective for print vendors to offer the construction and assembly at a competitive price and with a quicker turnaround.  

Although small booth designs require careful consideration for design, functionality, and safety for different settings, there is a large opportunity to reinforce the core requirements by application through branding and user experiences. For businesses that participate in many experiential marketing events, modular design can be applied so that structural components can be easily manufactured and reused for future applications. 

Small booths and kiosks provide a great opportunity for brands to showcase products and test interest and engagement in a variety of locations, such as trade shows, conferences, malls, private events, etc. Futureproof has developed a process that combines functional ideation, brand application, and program planning to capture the holistic requirements of brand marketing through experiential booth design.