Tianyu Qiu
Society for Human Resource Management
SHRM 2020
Creative Director: Ethan Kent
Experience and Graphic Designer: Tianyu Qiu,
The Society for Human Resource Management (SHRM) is a professional Human Resources membership association headquartered in Alexandria, Virginia. SHRM promotes the role of HR as a professional and provides education, certification, and networking to its members, while lobbying Congress on issues pertinent to labor management.
The SHRM Annual Conference & Expo attracts around 18,000 attendees annually in June, and there are hundreds of concurrent sessions. The SHRM20 speaker lineup includes an all-star cast of proven business leaders, strategists, and practitioners. Through an intensive selection process, SHRM ensures that you're hearing from the best and brightest. You'll be inspired by speakers who are maximizing human potential while elevating the HR profession.
Client /
SHRM
Service /
Creative Strategies & Design for Expo, General Session, & Pavilion
Role /
Creative Design
(2D&3D Design)
Agency /
Freeman
Year /
2020
The total experience of SHRM 2020 is a combination of the show floor with exhibitors, SHRM Park, General Sessions and etc. SHRM represents the human resource profession across many industries, which the idea of "work and life" is the key idea for the year 2020. With the consideration of the theme, the visual leads to the direction of a blended reality with life and work co-exist in the same world.
Ideation: Space Planning
The creative team worked closely with client along with account management team to start with ideation and concepts to plan for space layout. It is important to understand what are the functions of each area, exhibitors and events that are happening in the convention.
There are multiple spaces with different functions planned throughout the convention center. The overall space planning design will focus on blend different spaces together, which a good example may be a office space being combined with a coffee shop. So we came up the idea of the SHRM Park as a fully immersed blended reality environment.
Major Entrances Design
Experiential Design
The most important entrances are the two entrances on either side of the convention center, where attendees are walking in and the other has both attendee entrance and garage entrance. So we decided on empathizing on these two entrances with impressive and overwhelming visuals and photo opts.
Graphic Design
Signage and Entrance Design
These are exteriors and interiors design for some of the other entrances. The combination of clean graphic and blended reality visuals represented the overall visual identity of the convention center.
Graphic Design
Signage and Way Finding Design
Exhibit Design
Expo Theaters Design
These two theaters are on the show floor for smaller presentation and panel discussions. The larger scale presentations will happen in the general session main stage.
The theater design fully takes the idea of blended reality, where one is themed with the combination of coffee shop and meeting room, the other is working on the road trip.
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