Brand experiences are an extension of the brand’s psyche, its promises, values, and philosophy. So, our approach toward Traya involved tracing the brand’s philosophy into our design. Our goal was to build a narrative around reassurance and assistance. We brought out the brand’s original positioning as an “authority for solving hair fall problems caused by lifestyle disorders, pollution, and other deep-rooted issues."  

Designing an experience that reflects this narrative required us to clearly understand the venue and the space acquired for the activation. Our primary design challenge was to integrate multiple aspects of the brand activation into the exhibition stalls using restrictive spacing. 

Designing the Booths for the Activation 

We decided to take a modular approach while designing exhibition booths. We designed three booth options that utilized the 8X8 space to its full extent. In our first option, we designed a compact structure with arches on the sides connected by a horizontal structure on the top. This design had a lot of depth, and we can place two ads at a minimum. The depth guaranteed that we could place a table and a couple of chairs on the deck easily, for the hair coaches and some customers, when they visit the booth.

The second option was much simpler, as it aspired for a front-facing appearance. There was enough space to set up a couple of chairs on the platform, too, where the hair coaches and customers could sit while they interacted. There’s a TV placed there to broadcast a promotional video on a loop. The design made maximum use of the 8x8 space provided to us and delivered a very professional look.

For the third option, we maximized the use of the space provided to us horizontally as well as vertically. We could set up at least two ads here. This design created the impression of a larger space with its depth, amplified by the rectangular supporting bridge at the top. There was enough space to set up a couple of chairs for the hair coaches and customers. The depth of the design gave it the semblance of a proper booth, despite the limitation of an 8x8 space provided. It has modern aesthetics and is up-to-date with the latest developments in booth construction, which can draw attention from afar.  

The Audience Journey from Building Awareness to Establishing Trust 

Our goal for the audience's journey experience was not just attracting them to the booths but building awareness about the issue that the brand is trying to solve. We mapped and designed the entire experience zone, ensuring that it does not restrict the free movement of the visitors. Other than the kiosks, the experience zone also had brand envoys helping the visitors, answering questions, and guiding the visitors inside the kiosk to get their consultation.  

For the design of the kiosk, we went forward with an 8X8 kiosk with a modular structure. The design had enough depth to harbour a tablet and chair that allowed the visitors to sit down and take Traya’s signature hair test. The structure had an LED display to run ads from the brand, a front desk with a tablet, and a brochure stand for educational and informational collaterals.  

We designed, mapped, and executed the brand activation program, allowing the brand to connect with its prospective audience with an intimate and transparent experience. This experience engaged the audience and satisfied their inquiries about their well-being. This experience also included extending the brand’s experience beyond the activation in the form of exclusive gifts for the visitors from the brand.