Tradeshow booths are one of those production jobs that are easy to design in theory, but take careful planning to implement well.
Arena lighting, attendee foot traffic, booth staff configuration– all these impact how the design can communicate the client’s message. The best marketing copy is useless if people are going to be standing in front of it all day.
These are projects where building a virtual model comes in handy. I like to build an interactive 3D environment in Unity so clients can have a virtual walkthru– it’s one thing to see a JPG of a mockup on your phone, it’s another to stand inside it and realize that the 14 point manifesto provided by the marketing team will be difficult to read in the real world.