Wasabi: Reimagining a Global Brand in Physical Space
summary
overview
Designed and delivered an immersive brand experience for Wasabi Technologies at major industry trade shows, translating the company’s visual identity into large-format physical space. The objective was to present a cohesive and recognisable brand presence that supports both product communication and audience engagement across multiple global events.
A key component of the project involved designing bespoke co-branded environments in partnership with Liverpool Football Club (LFC), requiring careful balance between Wasabi’s technology messaging and a globally recognised sports brand.
challenge
Wasabi needed a physical presence that felt strategically aligned with its broader brand system while standing out in competitive trade show environments. The core challenge was translating a digital brand identity into a three-dimensional environment that was visually coherent, easily interpreted by diverse audiences, and operationally feasible within temporary event constraints. This required thoughtful decisions around spatial hierarchy, messaging clarity, and adaptation of visual elements at scale.
Design Process
step 1: Brand Translation for Physical Space
Experiential Booth Concept & Design: Led the creative concept, design, and execution for the co-branded LFC exhibit. This included the design of an immersive space featuring a mock LFC locker room (complete with personalized Wasabi/LFC jerseys), a stadium backdrop, and turf flooring to maximize audience draw and media visibility.
step 2: Spatial Strategy & Layout
Developed spatial layouts and sightlines that guided visitor movement, emphasised key messages, and clarified functional zones within the physical footprint without sacrificing consistency.
step 3: Asset Design & Integration
Designed environmental graphics, signage, and supporting digital assets that operated as a unified system while remaining adaptable to varied event contexts.
step 4: Implementation & Refinement
Prepared final assets and coordinated production considerations, ensuring fidelity to the visual system while adapting to real-world logistics and installation parameters.
Gallery
Impact & Outcomes
The project established a consistent and adaptable experiential design approach for Wasabi’s global event presence. By translating the visual identity into physical environments, the work strengthened brand coherence and supported clearer communication with key audiences at high-visibility industry trade shows.
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Designed co-branded environments with Liverpool Football Club (LFC) that integrated two distinct brand systems into a single, cohesive physical experience without visual or messaging conflict.
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Created visual and spatial systems that ensured consistent application of the brand identity across multiple events.
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Organised spatial messaging to support clarity and prioritise key product and value messages for diverse attendees.
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Aligned the physical experience with other brand touchpoints, reinforcing the broader visual language and design principles.