GROSS Design + VISA
NACHA International Finance Conference
I was asked to develop and implements concepts for Visa’s physical exhibit booth at the renowned “NACHA Faster Payments Convention” in Spring of 2020. Constructing original 3D models, iterating methods of fabrication and assembly, ideating widely on aesthetic representation of Visa’s design intent with original 2D and 3D art + design.
Process
I’ve created this page to highlight a few points of my process while working with the VISA team to design their booth for the NACHA exhibit.
Referencing Previous Designs
I was given the Design of the previous year (2019) booth designed by another Design Agency, with feedback both positive and negative from the former year’s design execution. (right)
For crystal clear context, I asked for the booth’s location within the conference to capitalize on location, perspective and approach pedestrian approach.
Creating a New Direction
A mid-stage sketch from the Moleskine exploring the booth’s visual language.
Approved Layout for the Visa Booth at 2020’s NACHA Conference
First approved 2D representations of Booth’s physical footprint and layout.
Initial Rough Geometric Model of Visa’s Booth’s frame and constituent parts.
I used basic color swatches and branding material to discuss with the client fundamental balance of the booth’s aesthetic before ideating more widely the scheme and graphic representation of the booth.
Integration of Visa Corporate Branding
I studied and continually referenced Visa’s 300-page 2020 brand guide book to find ways to capture the essence of Visa’s brand while adhering to strict guidelines set forth by the aesthetic guidelines, iconography, and scheme.
I constantly referenced this page when crafting early mock-ups and final renderings to make certain no color or gradient on the palette drifted from the unified Visa aesthetic.
Initial Draft of Aesthetic Approach
These initial concepts were thought to be too generalized and lacked more notable brand iconography.
With new material in hand from the Visa brand team, I began working toward an aesthetic that was both bolder and brand-conscious.
Further Inspiration
I used a promotional video from Visa’s NACHA conference team promoting the exhibit, I took screenshots from the video and used some of these motion graphic still as the driver for a broader ideation of the booth’s aesthetic.
Further Exploration
These concepts were the product of several meetings with the Visa team and wide exploration in each round of meetings.
(Click any above image to enlarge)
Final Presentation and Animation
For the booth’s eye-catching LED banner, I created an animation in a creative and novel way but whose end-visual language matched perfectly to Visa’s guidelines and vision.
Step-by-step process for animating the flag motif:
1.) Geometric Modeling created Rhinoceros 3D
2.) Motion Rendering and Camerawork in Luxion Keyshot Renderer
3.) Output Processed with Adobe AfterEffects for Input to Final Booth Models
I created animations for a few of the final approved drafts in order to allow Visa’s NACHA conference team to further present to the Visa’s Corporate brand and design team two weeks before construction was set to begin.
4.) Here I captured the ambient glow from the globe and stars from the decal on the rear wall to blend the LED screen in with the same visual language.
Here I captured the ambient glow from the globe decal on the rear wall to blend the LED screen in with the same visual language.
…and, then there was COVID-19.
