Brand Experiences

I design Cloudinary's presence at industry events: NRF, Syndigo Connect, Shoptalk Spring in Las Vegas, Shoptalk Fall in Nashville, Shoptalk Luxe and Retail Club. That covers the booth backdrops, counters, furniture and LED animations, and the invites and social posts around each show.

I made an LED and a static version of the backdrop and counters, so each event can use the version its venue supports.

One booth, many shows

Rather than a new booth for every event, I designed two that travel. All three Shoptalks use the same LED booth and counter, and NRF and Syndigo Connect share another. Each show gets its own booth number and messaging, but the build stays the same.

Designing the LED loop

The concept came out of a collaboration between me, the events team and product marketing. There were two asks: show real customers, for brand credibility, and demo our entire product stack. We needed a lightweight way to show Cloudinary DAM, Video and Image, and how our customers use them. I worked with both teams to understand the ask visually, while making sure the result still represented the brand. I also wanted it to be memorable.

I storyboarded the animation. The intro builds the stack from our product icons, then opens into a montage of customers. From there it zooms into one of them, Rapha, and runs through the stack: their library in Cloudinary Assets, a video through smart crop, captions and optimization, and a jersey recolored and cut out for a product page. The second half plays the opening back in reverse, so the loop ends where it starts.

Wall and counter, in sync

The counter was my idea: its own LED animation, made as a companion to the stack on the wall. The two are synced so they talk to each other. As the backdrop goes through the animation, the counter provides more detail on the content of the backdrop.

Finding the booth

Standees and hanging banners lead visitors through the venue to the booth number.

Retail Club: the whole tent

Retail Club's AI Festival in Huntington Beach was outdoors, so instead of a booth Cloudinary had a tent. I designed the entire interior and chose the furniture: the back and side walls, the reception counter, lounge seating, high-top tables and stools.

The mockup shows the walls as designed; the photo is the tent on the day.

Around each show

Every event also needed invites and social posts. I built one Meet with Cloudinary system that swaps in each show, its dates and booth number.

For Shoptalk Spring and Retail Club, the system carried through to the invite emails. Retail Club also got a landing page with the booth details and the full schedule of sessions, dinners and happy hours.