MJBIZCON 2021
To help Calyx become the most prominent exhibitor at the show, I provided direction for visuals and displays across four booths and the many creative elements of this landmark brand activation.
Calyx Containers lit up the show floor at the most anticipated cannabis industry conference of the year.
SCOPE:
ART DIRECTION
PLANOGRAM DESIGN
APPAREL DESIGN
2021
Goals:
Build brand awareness and recognition of Calyx’s product design, manufacturing, and creative capabilities
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Launch a new product, the Calyx Jar, into the marketplace
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Impact:
2k New Contacts Generated
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200% Increase in Social Media Engagement across B2B and B2C Platforms
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Calyx Jar organically featured in MJBizConBuzz as top product launch
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MAKING A SPLASH
To be sure that 30,000 showgoers engage with your brand, you need to design an experience.
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Calyx’s presence spanned four booths, designed to show industry insiders the value Calyx provides from a dispensary's back room all the way through retail. Three other booths highlighted the brand's commitments to sustainability, heady glass culture and the legacy market, and product quality.
Creating a tangible experience became all the more important when considering MJBiz 2021 was cannabis' first large-scale meetup since the start of the pandemic.
Attendees collected booth-specific pins along the way to mark their place in the journey.
Calyx's experiential design had showgoers stopping by in droves. Each unique booth visit constituted entry into a raffle to win a one-of-a-kind glass rig by contemporary artist Vela G.
The Throne Booth made a bold promise of product quality and created opportunities for user generated content. This is the age of Instagram, after all!
SWAG IS ESSENTIAL
Calyx's quality drawstring bag was the hottest handout on the show floor. By the end of the show, Calyx was cleaned out and the team delighted in backpack sightings across all of Vegas. I designed a step-and-repeat pattern that guaranteed no one left the show floor without having seen our logo.
Calyx also took every opportunity to get product in people's hands with a strong emphasis on its newest product, the Glass Jar.
PLANOGRAMMED TO PERFECTION
To draw people in on the packed show floor, I designed a vibrant and magnetic product arrangement.
Colorful and attention-grabbing displays highlighted product benefits like modularity, stackability, and simplified inventory management.
DIGITAL DASH
Being cautious shouldn't mean being excluded! Many industry insiders opted out of MJBiz 2021 due to the ongoing risk of COVID-19 exposure. Calyx engaged them with a collection of ad runs, emails, and dynamic social content to build awareness of their presence at the show.
I kept a close eye on digital and physical cohesion to deliver just as exciting an experience to attendees as lookers on.
TEAM
Strategy + Creative Direction: Justine Boney, Amanda Abramo, David Leung, Phil Colacchio
Strategy + Brand Management: Anneliese Brosch
Event Marketing + Brand Management: Michelle Irving, Kylie Ambrose, Cherlene Erauda
Graphics: Laura Mae Barboza, Calvin Laituri, Juliana Giokas, Courtney Libby, Pink Creative, Basil Global
Photography: Laura Mae Barboza
