Color Harmony: Packaging

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Job:12-00674 Title:RP-Design for special events

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Job:12-00674 Title:RP-Design for special events

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World Pork Expo

Trilix Marketing Group

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The World Pork Expo is an

industry trade show and net-

working event held annually for

local, national, and international

pork producers.

Produced by the National Pork Producers Council (NPPC), the event

provides an opportunity for pork producers to meet with their allied

industry clients and counterparts, preview new products, attend

educational seminars, and network with others in the pork trade.

Now in its 19th year, the event is always held at the Iowa State Fair-

grounds in Des Moines. The 2007 expo was attended by 35,000 pork

industry professionals (5,000 of whom were international attendees)

and featured over 1,000 industry-related exhibits.

Trilix Marketing Group was charged with creating the advertising,

promotion, and media relations for the World Pork Expo. They have

developed a good working rapport with the NPPC as well as an

effi cient design and production process. The initial design concepts

were developed in just three weeks and executed progressively over

the months leading up to the event. With a budget of $35,000 for

both design and production (including postage and signage), funds

had to be used wisely.

Trilix produced nearly all of the collateral materials, including 11,000

direct mail pieces, event signage, promotional materials, advertising,

and website development, and maintenance. They took on a great

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Job:12-00674 Title:RP-Design for special events

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Job:12-00674 Title:RP-Design for special events

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Design for Special Events

deal of work and responsibility, including strategic planning, design

concepts, media planning, on-site media relations, and technical

support. They began communicating with exhibitors early in the

year, followed by international marketing and then national, regional,

and local marketing outlets.

Trilix is faced with the challenge of making World Pork Expo visually

come alive each year. For the 2007 event, they wanted to create

a look and feel that was familiar and progressive, and appealed

to both a business savvy, and rural clientele. They were also asked

to incorporate photographs from the previous year’s event. Taking

all factors and viewpoints into account, Trilix developed a look for

the campaign that was familiar, but still stylish and cool; a look they

call “fl ea market chic.” They used wood paneling as the backdrop

for all of the pieces with other design elements “nailed” onto it.

They also drew inspiration from block printing techniques for the

type and graphic elements of the design. The combination of these

two elements conjured memories of local, public gatherings with

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Case Study: World Pork Expo

al,

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block-printed signs nailed on to public bulletin boards—an image

that is certainly familiar to those who grew up in rural areas (as the

majority of the attendees did).

The event’s brand identity served as the jumping off point for each

year’s designs including the organization logo, event logo, and

tagline. The agency then developed three suggested themes and/or

design concepts. These concepts took into account client suggestions

as well as any special circumstances, such as the Expo’s upcoming

20th anniversary. Also, because the target audience is very narrow,

Trilix focused its marketing goals from a consumer-based strategy to

one that specifi cally targeted pork producers and event exhibitors.

Each element of the campaign, though cohesive and integrated, is

visually strong enough to stand on its own. However, there were four

main elements that had to be consistently applied. First was the “fl ea

market chic” style conveyed with rough, wrinkled, and worn edges

on elements within each piece. Second was the muted color palette

reminiscent of faded photos. Third, was the layout that gave the

impression that the elements within each piece had been haphazardly

tossed onto a table. Finally, there was consistency created through

the woodblock typographic style. Each of the elements are

recognizable whether viewed together or as individual pieces.

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