RuckusAFRICACOM 2017, CAPE TOWN
“THE ONE THAT KEEPS COMING BACK”
WHAAM HAS BEEN BUILDING THE RUCKUS STAND AT AFRICACOM FOR THREE YEARS NOW. WHEN YOU FIND A BRAND THAT YOU REALLY CONNECT WITH, KEEP THAT BOND STRONG.
A brand almost as energetic as Whaam – and just as orange – puts the teams’ newest designer to the test. Can she put her own spin on the Ruckus + Whaam special flavour while keeping the design on brand and on message?
Silly question – obviously, yes!
Ruckus had gone from off-the-wall in 2015 to corporate-yet-cool in 2016, and now were looking for a meaningful middle ground. With an inland stand – which means walls on all sides – thinking out of the literal box was the name of the game. Our designers answer: angles.
So as not to feel boxed in, she used sharp lines and non-symmetry executed in a crisp, clean way. A geometric monstrosity that was simple but made a big impact. To draw people in our designer added a unique visual effect – actual 3-Dimensional textures to the back wall – that geometric theme repeated in a subtle way that you could literally touch and feel.
Professional elements that gave the stand that polished feel: copper ball lights, floating bulkhead with downlights, bold graphics and the orange colour block right in the middle of the stand that breaks up the matt and gloss black and guides you right to product display.
Ruckus trusts Whaam to show them the boundaries of normality and then jump off the edge together. Bubbling excitement is felt by all in anticipation what is in store for this years’ event.
The Great Things We’ve Accomplished
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