Costa Sunglasses Design & Branding COSTA TRADESHOW BOOTH by McGarrah Jessee

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COSTA TRADESHOW BOOTH

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Industry Accessories, Bags, Leather, Watches & Eyewear
Media Design & Branding
Market United States
Agency McGarrah Jessee
Creative Director Dave Holloway James Mikus David Kampa Jeremy Cox
Designer Craig Crutchfield, Ryan Rhodes, Curtis Jinkins
Released July 2010

Credits & Description

Category: Temporary Retail
Advertiser: COSTA SUNGLASSES
Product/Service: SUNGLASSES
Agency: McGARRAH/JESSEE
Date of First Appearance: Jul 13 2010
Entrant Company: McGARRAH/JESSEE, Austin, USA
Creative Director: David Kampa (McGarrah Jessee)
Designer: Ryan Rhodes (McGarrah Jessee)
Designer: Curtis Jinkins (McGarrah Jessee)
Designer: Craig Crutchfield (McGarrah Jessee)
Media placement: Trade Show Booth - Trade Shows - 13 July 2010 - Present

Describe the brief from the client
Costa wanted to create a booth to operate as the brand’s mobile headquarters at trade shows and special events. Basically, we were to build Costa’s home away from Florida home.

Describe the challenges and key objectives

Many trade show booths are plastic and generic, not an authentic reflection of the brand. Costa is a smaller player in a sea of larger outdoor brands. These companies, such as Patagonia, have larger footprints and budgets to lure consumers into their areas. We needed to create a unique focal point for people to gather and experience Costa. We looked for authentic materials and a genuine model and production process that aligned with Costa’s core value of “Born on the Water” and a strong commitment to conservation.

Describe how you arrived at the final design
Because of Costa’s heritage of a life on the water, we designed a structure based on a Southeastern-style fishing shack. Then, we worked with a broker of recycled materials to find authentic materials to build the final design. When we heard the 1910 Carmichael Barn in West Virginia was being torn down, we spotted an opportunity to give the historic structure a second life. It used to house livestock, now it holds sunglasses. We salvaged and restored the wood to create the fishing shack – the perfect place for an old barn to retire.

Give some indication of how successful the outcome was in the market
According to Costa, sales of sunglasses in the new booth are double that of the previous design. The booth has garnered a good bit of media attention in the conservation-minded press. It also won “Best of Booth” at the prestigious Outdoor Retailer Show, the biggest consumer and trade show in America. And many customers, and all of the top pros in fishing, stop by and hang out in our booth now, to relax in a shack beside a river.