Sensient Technologies IFT trade show
Sensient Technologies Corporation, a leading global manufacturer and marketer of colors, flavors, and other specialty ingredients, wanted to have a stand-out presence at the year’s Institute of Food Technologies (IFT) trade show in Chicago.
The space needed to be multi-functional: showcasing Sensient’s innovation, allowing for industry networking, hosting client sales meetings in dedicated rooms, and highlighting new products in both exhibit displays and food sampling counters. And of course, it wouldn’t hurt to be viewed as the best showing at the conference!
A humanized approach to a complicated business
Having “food scientists” as clients seemed daunting for some, but needn’t be so: For the initial project kick-off call, I did my usual research ahead of time, asked the questions that eased client concerns, and let them know that their concerns were mine as well – here’s where things got interesting…
Listening to our senior client speak to their product – it wasn’t just “garlic” they supplied, but a special strain of garlic, “planted on the eastern side of a mountain to resist pests, taking its unique flavor from the mineral content in the soil”… they spoke of the ingredients and extraction processes with love, a poetic charm. This, like so many quick, casual client calls, was proving its “weight in gold” when crafting the program concept.
The winner of three concepts I presented, “The Nature of Innovation” was a fit on so many levels as it encompasses Sensient’s end-to-end process for scientific research and development, sourcing, agronomy, extraction, and commercialization. Side note: would make a great tagline for their food division!
Concept: “The Nature of Innovation”
While many food technology producers focus either on natural products or scientific innovation, Sensient has found fertile ground in the marriage of the two bringing the best of nature to consumers through our proprietary technologies and expertise.
Sensient’s products begin at the very start of nature’s process- the seed. We will bring to life our expertise in agronomy by highlighting the care and consideration taken with our ingredients. From there, we will demonstrate how Sensient’s exclusive processes and technologies bring these natural elements to life in finished products that define quality, celebrate provenance, and herald traceability.
Key Visual (category signage format)
Line of Business Visuals
Event layout development
The trade booth is visually anchored by an S-curve shaped “ingredient wall” that mimics the Sensient logomark and houses the myriad food categories in which they innovate – all in a color spectrum-aligned arrangement.
Our client was enthused to bring a live Annatto tree into the event – and that’s what they got! The floorplan is centered around the live tree feature which also served as an impromptu seating/gathering spot.
Category divisions of the floor space are Savory, Sweet+Beverage, Colors, and Natural Ingredients – each representing a Line of Business.
Dedicated sales team rooms offer quiet space for client meetings throughout the event.
Photos from the event
Wayfinding signage provided clear navigation from a great distance outside, as well as inside the footprint.
Functionally, the design found a great balance between “branded experience” and a working sales tool for the Sensient team. In terms of bragging rights, we gave our client what was regarded as the best showing at the event!
