Case Studies: YellowJacket

NEC Shell Scheme Design and Build

“The Exhibition was a huge success for us and we significantly exceeded the number of leads we had targeted for the three day event ” David Rowbotham, Director, YellowJacket

Director, David Rowbotham gave this assessment of Cogent’s work:

We were looking for support to launch our new on-line health and safety performance management system at the annual Safety and Health trade fair at the NEC to a quite unrealistic deadline.

We looked at three companies and we wanted to find people we would like to work with. We chose Cogent because they are a small design house and we felt we would be important to them.  Also at our second meeting with the three companies Cogent had thought about the brief and produced ideas but when we went back to the other companies they wanted more information so we felt that Cogent had listened to us.

Working with Cogent was fun and we felt confident all the way through. There wasn’t a point in the short amount of time available to us that we felt we were going to be told it wasn’t going to happen, we felt reassured throughout the whole process.

Cogent handled the whole process including the build and when we arrived at the exhibition hall we were really pleased when we saw it. Some of the bigger stands had spent a fortune but ours was far more vibrant and exciting than our competitors.  
 

We wanted to have a giveaway at the show and Cogent were very keen that we should have something fun that people would want take home and give to their kids and might stay around the house for a longish time. So we ditched any thoughts of a stress ball and went for a three pronged skimmer and they were a big hit at the show attracting people onto the stand.

The result

In the end it all came down to results and we significantly exceeded the number of leads we had targeted for the three day event
So it was a huge success for us and the positive visitor reaction to our product was a validation of our development over the past 18 months."

Cogent Design's additional notes on the project

• The messaging needed to be very clear and simple. Our sole aim was to draw visitors onto the stand to engage with YellowJacket’s presenters.
• The layout of the graphic panels and LCD TVs was designed make maximum use of the sight lines available to us  
• A 90 second looping animation was designed and programmed to promote the product’s benefits in a simple, striking manner tailored for an exhibition environment using movement and colour changes to attract attention from a distance.
• The design featured a lightweight easily assembled construction formed from the hexagon of the YellowJacket logo supported on a click together aluminium frame. The whole stand is completely reusable and easy to transport
• We built a card model of the stand to show how the elements could be moved around to fill the space and be correctly angled  
• Cogent project managed the stand design and build from start to finish including:
  • Providing YellowJacket with a detailed cost breakdown and timetable.
  • Specifying and purchasing electrics, lighting, broadband and seating from the exhibition organisers
  • Obtaining competitive quotes on the freestanding construction and ordering and supervising the work.
  • Sourcing a purchasing all other items including, LCD TVs, TV stands, Broadband wireless router, cables and giveaways. We compared the cost if hiring items with purchasing them and recommended purchase.
  • Cogent gathered together all the components and then sent a team of our own people to deliver and assemble the stand and commission the TVs, wireless broadband and animations. On completion of the Expo we disassembled and packed the stand for reuse and delivered it back to YellowJacket’s London office the next day.