So often will a company sponsor an event and stick out like a sore thumb. TurboTax did not want that whatsoever. Looking to support the One of a Kind Spring Show, TurboTax wanted to show up for vendors and attendees in a way tailored to them.

As the de facto crafter of the team, this project was absolutely my wheelhouse. On the event floor, the space covered the booth footprint as well as the sponsored attendee lounge, giving multiple zones to work with.

The main support area for vendors was the Maker Concierge. A help desk loaded up with tons of supplies for vendors to access for free in case of part of their booth breaking, running out of bags or pens, or even brooms that could be rented out in case of a spill. Vendors were thrilled about this, and word spread like wildfire. A text line was also available and advertised to makers, so supplies sould be delivered to their booth in case they were tabling solo or were with customers. Along with the concierge, was a survey to find out which TurboTax product was right for you, and seating around a video loop showing their users that have independent, hand-crafted businesses.

In the centre was the crafting station. Reinforcing how TurboTax is always there every step of the way, both printed and digital instructions were designed on how to make 3 different paper flowers for attendees to take home. Once finished, or if they just wanted a fun new photo, attendees were encouraged to snap some pics in front of the paper flower wall, custom-made by Lark & Linnet.

For the lounge, inspiration was taken from the newly opened flagship in New York. To create separate seating groups in a limited space, modular couches curved in the space around coffee tables to drop you bags onto.

All in all, clients remarked how the live booth looked identical to the renders, and how beautifully it all came together. Visitors came in waves, excitedly making flowers they sported around the show, taking photos, and makers felt excited and seen by the support they got.