Challenge
Bell ID developed the software behind secure card issuance and mobile payments, from smart card management and EMV data preparation to host card emulation. At Money20/20, one of the payments industry’s defining events, it needed a stand that made that technology easy to grasp from the aisle and gave the team space to meet. [Confirm the brief: audience, product focus, demos and meetings.]
When the product is software, the stand has to make it visible.
Creative response
Make the software visible through words and imagery: a wall of the terms the payments industry was using, set against a city skyline.
Experience
Open to the aisle on two sides, the stand greeted visitors with two counters, each wrapped in Bell ID’s orange stripe. Behind them, a stepped wall of hashtags, from #NFC and #EMV to #Tokenization and #Cloud, met a full-height skyline image, and a bright header carried the logo with icons for its EMV, NFC and HCE products. Café tables in the middle made space for conversations.
Delivery
I designed Bell ID’s stand for Money20/20 and directed it from first concept through to on-site delivery. An international build partner produced, installed and finished the stand locally, and my job was keeping the built result true to the design across that distance.
Results
A bright, open stand that turned complex payment software into something visitors could read at a glance.
