Advanced Instruments Brand Distillation, Trade Show Sales Development Program, Product Launch Program Design

PROJECT: Brand Distillation, Trade Show Sales Development Program, Product Launch Program
CLIENT: Advanced Instruments

Advanced Instruments Garners 400% Lead Increase with New Trade Show Exhibit and Brand Presence

Advanced Instruments was updating and launching new products into new markets. The company, a leader in medical sample analysis, needed to raise its presentation in the new markets. Exhibit manager Carolyn Kondel engaged Image 4 to help refine messaging and Brand presence and design a new 20×20 Trade Show exhibit.


  • Brand Exploration
  • Workflow
  • Content Development
  • Exhibit Design
  • Graphic Design
  • Fabrication
  • Event Services
  • Storage

Project Overview

AI was challenged to display products and to perform a sufficient number of demos with their prior exhibit. Image 4 engaged with AI’s sales team in a workflow study to conceive a completely new approach to how the company presented their products, and how sales engineers interacted with prospects and customers.

Once the interactive requirements were decided, the joint AI and Image 4 marketing teams worked on clarifying Brand positioning and messaging for the new markets and products. Image 4’s design teams worked on developing visuals and copy, as well as designing an eye-catching, clean-looking and highly effective exhibit. “We started with a blank sheet of paper” said Image 4 Creative Director Jeff Baker, “The team at Advanced Instruments had a well thought out set of needs and desires, and we designed the user experience and visuals literally from the floor up.”

The presentation features eight storage cabinets with floating cantilever counters to allow the presentation of the entire AI product lines. Both static backlighted graphics and custom video content present features and competitive advantages of each instrument.

The 16-foot high light towers support the 16-foot diameter lighted logo banner as well as allowing for pin-point flood and spot lighting of the instruments and graphics.

Advanced Instruments launched several new and updated clinical measurement instruments launched at the Clinical Lab Expo in Philadelphia. Visitor response to the products and the exhibit was overwhelming with 400% more qualified leads garnered this year than last year.