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Tradeshow Booth Design

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4 Power Body Languages To Ensure Success At Trade Show Exhibiting


Average trade show exhibitors present themselves in an average way. You, [if you are reading this article], do not want to be average. You want to be phenomenal. You want people to remember YOU! That means, you consciously participate in the Think–Feel–Do Loop.


powerful gestures

body language

Know the "Power Posture"

When you open up your body, you not only occupy more space, you confidence level gets a major boost. In a recent study conduted by Amy Cuddy and her colleagues from Harvard Business School, shows that open postures reflect high power and closed postures reflect low power. Not only do these postures reflect power, it goes a step beyond. It produces it. Spending time in a power pose increases testosterone, risk taking, pain tolerance, and belief in one’s own leadership abilities. Additionally, it opens up your breathing, calms your nerve and gets you prepared. Next time, you are are interacting with the attendees at a trade show or any event that you might host, open up your posture for enhanced cognitive functioning that clearly boost your speech quality and makes you considerably captivating and enthusiastic!

"We found two minutes in a power pose—arms and legs stretched out—spikes a person’s testosterone and drops their cortisol. It works for both genders. It’s the ratio that’s important."

Avoid Handheld Devices

Yes, I know ipads and notebooks are all the raves in the exhibiting industry. But guess what? The size of your presentation device matters. It has unintended consequences on your mood and your level of confidence. Be aware: when using an Ipad or digital tablet, your posture automatically gets contracted. In the same study, Maarten Bos and Amy Cuddy found that people were more likely to be assertive after spending time in a more open posture using a laptop or desktop computer compared with in a constricted posture using a tablet or a phone-sized device. Avoid using, handheld devices as a means of presentation at all cost. It might be cool and trendy but it heightens your anxiety level. Instead, use Ipad as a medium for self entertainment amongst your visitors. Before presentation or meeting, spend some time away from the phone or tablet. The lack of distractions will help you gain focus and organize your thoughts and will arm you with confidence and composure.

Mind Your Facial Expressions

"The face is like a switch on a railroad track. It affects the trajectory of the social interaction the way the switch would affect the path of the train." Fridlund, A. (1994). Human Facial Expression: An Evolutionary View. San Diego, CA: Academic Press.

If you spend hours frowning focusing at a computer screen, "it’s likely that prolonged negative facial expression will have an effect on your mood and the perceptions others have of you." Find a mirror and “reset” your expression before you go out there meeting your clients and prospects.

The way we stand, the way we walk, the way we sit and the expression that we wear on our face vastly affects our mood and our behaviour. Spending time deliberately smiling can help you feel more positive. Research shows that lowering the pitch of your voice makes you feel more powerful and think more abstractly. Moral of the story: act as if the world is your  oyster.

Feel happy and confident and it’s very likely you will actually start to feel more happy and confident. Richard Wiseman calls this the “as if” principle – behave as if you feel happy and confident.

Gesture As You Talk

By externalizing your thought process in the form of hand gestures, you actually take the load off your brain. Susan Goldin-Meadow at the University of Chicago and her colleagues say that "gesturing probably makes the math part of the task less mentally taxing by externalizing and visualizing relevant information, thereby freeing up cognitive resources for the memory challenge." Research shows that presenters are perceived as more  competent when they make hand gestures compared with when they keep their hands still. "Like tone, volume, and pacing of your speech, gestures are another tool to punctuate what you’re saying. Gestures can also help the audience understand and remember what you said. The key thing here is to ensure your gestures are meaningfully related to what you’re saying, and not just random hand flapping."

Non-verbal tools like posture, facial expression, body movement and getures play a vital role when we are staffing our booths and when we have been tasked to deliver some awesome presentations. “The speaker who stands and talks at ease is the one who can be heard without weariness. If his posture and gestures are so graceful and unobtrusive that no one notices them, he may be counted truly successful.” Dr. Ralph C. Smedley, the founder of Toastmasters International [pdf]

Next time, you are facing a challenging moment, "open up your posture, stand tall, talk strong, gesticulate – act “as if” you are in control – and your wishful thinking may just become reality."

Sarmistha Tarafder
Co-creator of brands in 3D spaces.
In pursuit of essence and enchantment, mind and mystery, myth and matter!

The Art of Thriving


Are you thriving?

We are living in disruptive times. This is not the first time.

History has been a witness to numerous disruptions over the centuries. The three thriving great classical civilizations of Rome, Han China, and Gupta India disrupted, collapsed or declined. However, unlike the classical civilizations of India and China, the Mediterranean civilization suffered a complete death. “For Greece and Rome had not put together the shared political culture and bureaucratic traditions of China that could allow revival after a period of chaos. Nor had Mediterranean civilization . . . generated a common religion that appealed deeply enough, or satisfied enough needs, to maintain unity amidst political fragmentation, as in India.”

History is the master tutor. Mystics and intellectuals have all emphasized the noteworthiness in knowing your past.

"Study the past if you would define the future.” ― Confucius

“Nescire autem quid antequam natus sis acciderit, id est semper esse puerum. (To be ignorant of what occurred before you were born is to remain always a child.)” ―Cicero

And my favourite: “History doesn't repeat itself, but it does rhyme.”  ― Mark Twain

Our contemporary disruption saga sure rhymes with the classical disruption of 600 C. E. The only difference: disruption now happens within few years. It does not take 600 years.

Starting with Netflix, a brand that has emerged as a giant in the entertainment industry with a revenue that tops 1.1 billion in 2013 proves that business as usual does not cut it any more. The company, that started with DVD rentals being delivered to your mailbox, as a viable alternative to Blockbuster is now a major player in the entertainment industry. In 15 short years Netflix suffers disruption only to evolve as one of the legendary brands of our times.

"We think of the technology as a vehicle for creating a better, more modern experience for the content we have. What we're really competing for quite broadly is people's time."— Reed Hastings, CEO of Netflix

Another brand that has attained the legendary status in our times is Starting as a competitor to Barnes and Noble, now valued at 140 billion, Amazon has completely changed the way we read and the way we shop. One strategy that has paid off really big in disrupting the brick-and-mortar realm is by developing a mobile app that allows users to "showroom" (compare prices with Amazon's) while shopping in traditional stores. This way Amazon successfully diverts away sales from non-digital competitors!

"Any plan won't survive its first encounter with reality. The reality will always be different. It will never be the plan."— Jeff Bezos, CEO of Amazon

Harnessing the social aspect as a precursor to the streaming service, Spotify is now an ultraversatile one stop shop for music lovers where they buy concert tickets and build a social media experience. No wonder they have bagged over 550 million in revenue during 2012 a whopping 128% increase from 2011....not bad for a fledgling music subscription service, introduced in 2011 in the Unitd States, launched in the shadow of sreaming giant Pandora.

"The trick was to think through the social aspect of the service from the very beginning. We didn't want it to be an afterthought."— Daniel Ek, CEO of Spotify.

Change your mindset

As dimensional brand managers, the lesson that we learn from these legendary brands are phenomenal.

1. Internalize this fact, “Brand is typically the most important driver of customer purchase in both B2C and B2B.” It is the "set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”

2. Create a road map for your brand. Be nimble. Seize opportunities. Netflix did not hesitate to jump on the straming wave at the right time, offering on-demand programming for its subscribers. Trade shows are great avenues to gauge the pulse of the buyers.

3. Embrace Obstacles. There always usually is a way out. Faced by the obstacles created by enterainment studios, Netflix decided to create its own content. Result: House of Cards and Orange is the New Black is the most watched original series.

4. Your clients are your MVPs (Most Valuable Players). Treat them as such. Take a cue from the Amazon Prime Program that delivers convenience, perks, premium content and brand identity to its members. Make it worth for your clients to visit you at trade shows. They will be instrumental in spreading your brand awareness

5. The reality will always be different. No amount of planning will meaure up to it. However you can furiously proactive in changing the course. When a mis-guided branding effort and price increase caused a massive loss of subscribers, Netflix very quickly corrected its course

6. Keep Innovating: "The market will always be searching for something new—and you, not your competitor, must be the one to give it to them." Tony Robbins.
Constant and strategic innovation is a must. Here at Skyline, by thoroughly understanding customers’ problems – that they may not even realize they have a problem – we provide a solution that helps them exhibit more successfully than ever. This has increased our sales by 18%, way exceeding projected industry growth by approximately 4%. Stay ahead of the curve by regularly attending trade shows and see how competitors' products perform compared to yours, examine the relationship between your product and your buyer behavior.

7. Socialize your game: There is a reason why Spotify encountered a growth of 128% in one year. "In order for a service to be social, you've really got to start from the ground up. The fact that almost a third of the U.S. population have even heard of Spotify is really because they've seen it on Facebook and friends have been sharing." Read more as to how.

At the end of the day define the uniqueness of your brand. Find extraordinary ways to express your brand. And, finally, find a way to "fall in love with your ideal client."

“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” - See more at:!
“Brand is typically the most important driver of customer purchase in both B2C and B2B.” - See more at:!
“Brand is typically the most important driver of customer purchase in both B2C and B2B.” - See more at:!

Sarmistha Tarafder
Co-creator of brands in 3D spaces.
In pursuit of essence and enchantment, mind and mystery, myth and matter!

Socialize Your Trade Shows To Create Novel Opportunities


socialize your trade shows

Being able to direct the future of your trade show marketing is imperative to the success of your brand and your company. For many of our clients, trade shows are some events that they go to. The do not participate. As you know, there is a key difference in doing something just because you are mandated to do so and active proactive participation. The future of your brand and your company is dependent on the role that you choose to undertake now at this moment.

The noted futurist and the best selling author Daniel Burrus states being able to stay agile or staying proactive is less than desirable in an increasingly competitive international business landscape. It takes something more. "The ability to take a sudden burst of insight about the future and use it to produce a new and radically different way of doing things – solving problems, crafting must-have products, creating high-demand services or building new businesses." Today, Daniel Burrus is my guide in providing us with some insights on ways to 'flash forward' your trade show marketing.

As event marketers, you know that trade shows are the undisputed frontiers of face time marketing. Mike Thimmesch, Director of Customer Engagement confirms, that along with electronic media, trade shows have retained a greater share of B2B marketing budgets than print and direct mail. That’s because trade shows provide what all marketers want: face time with clusters of decision makers under one roof. So be sure to take full advantage of your face time at shows, because it’s harder to reach buyers elsewhere.


Now, taking the lead from Daniel Burrus, let's see if we can carve out a path that will help you drive more leads, create memorable moments and more importantly, help you stay ahead of the curve.

Start with the Hard Trends. Know your target audience. Acquire knowledge about the way they do business. If your target audience is primarily digital the first thing thing that you do is have a hashtag in place to promote your event. This means on your website, on the different social channels, blogs, sponsored advertising banners, and all electronic correspondence including your email signature. Every employee, client, prospect, speaker, vendor, and guest should know about it. In other words, go crazy with the use of hashtags. Ask your trade show attendees to use it vigorously and repeatedly. As they are tweeting about your event ask them to tweet it with your chosen hashtag. Highlight the live tweet on a good size display that is prominently exhibited in your space. As Guy Kawasaki would say, "You cannot pimp your hashtag too much."

Anticipate. "Change from the outside in is typically disruptive. Change from the inside out is purposeful and constructive. This is the kind of change that allows you to direct your future and seize your destiny. And the only possible way to operate in that kind of change is by becoming anticipatory."

Good or bad, you know attendees will talk about you, your brand and your products and services. Monitor closely. Anticipate the questions that might be asked about your products or your services. Be armed with prompt answers. Engage the product managers and sales staff if you anticipate any signs of questionable interaction. Do not solely depend on your PR agency. They will have their hands full with the journalists, bloggers, execs and the speakers.

Assign a dedicated person to take care of this business of 'social anticipation' and 'social promotion'. Pre show, he or she will schedule promotional posts about the event. At show, she will live tweet what’s happening and take pictures and video of speakers and guests. During breaks, she will post these pictures and videos to Google+, Twitter, Instagram and Pinterest. She will retweet and reshare other people’s posts about the event. Post show, she will post more pictures and videos and enlist the help of the people who are in these pictures and videos to spread the word.

Transform (use technology-driven change to your advantage). "Transformation means doing something utterly and radically different. It means nanofusion; it means putting oil rigs at the bottom of the ocean and reimagining G.M. on a Dell model."

The burning question should be how can I give my attendees the ability to do what they can't do but would want to-if they had a choice to? One way to strike at it: Provide fast, free, and unprotected wireless access. If you want your event and hashtag to trend empower your guests to post updates fast and for free. Another way, introduce gamification. It is bound to be a game changer. App-based games will increase participation amongst attendees and enhance their show-going experience. 

Redefine and reinvent (identify and leverage your uniqueness in new and powerful ways). Uploading pictures are a great way to promote your trade shows, but it requires too many clicks and after a while it gets old. Guy Kawasaki mentions a novel way of doing it instead. Shooting a slow-motion video is a perfect way to capture and share the images of dozens of guests. Just turn on your camera and walk through the crowd.
Here are some power tips that Guy provides: First, walk fast. When viewed, slow-motion video is approximately six times longer than regular video. Second, YouTube lets you add music to the video, and music makes a slow-motion videos sing. Third, grab the long link address for the video in your browser address bar (not the address you get by clicking on Share) and add “&hd=1” to it. This will ensure that people see the high-definition version.

Here, I have only used 4 of the 7 principles that Daniel Burrus prescribes in his New York Times bestseller book, Flash Foresight. Read the book. You will discover hidden opportunities, gain perceptive advantage in your marketing strategy and using the power of certitude you will transform your brand and your business.

Sarmistha Tarafder
Co-creator of brands in 3D spaces.
In pursuit of essence and enchantment, mind and mystery, myth and matter!

Island Booth Design Ideas: United We Evolve, Divided We Accomplish!


island booth design

The common phrase, "united we stand, divided we fall" has long been used by nations and leaders to inspire people in presence of clear and imminent danger. However, when it comes to laying out the floor plan for your trade show booth design in a limited space (e.g 20' x 30' as shown above), distinctly dividing the floor space in to two unique areas, 'Love' and 'Work' might be a good idea to propel your brand into action.

I was reading a great post the other day that spawned the idea for this article. The HBR blog post suggest that the age of snarkiness is behind us and now we are in the era of sweet love. The post successfully points out as to what is wrong with the Sonic commercial and dubs it as ineffective since it hinges on sarcasm not sweetness.

Sweetness is back. Sweetness is big. Sweetness, against all odds, and quite against character, is having a celebrity moment.

Brands gain huge currency when leading with sweetness. This trend in exhibiting sweet love is evident in the amount of space that are devoted to lounges and the so called hang out areas. Grant McCracken, writer and anthropologist, in his book Culturematic, talks about brand that makes headway are the brands that fosters co-creation. He says we want brands that are works in progress, engagements in and of the world. Brands need to be about becoming, not about being. The carefully designed hang out areas in your space can be a Culturematic cluster– a bundle of experiences, "investigating the world in a variety of ways, defined with enough intellectual generosity that several outcomes—some of them quite different–are possible". And if you are exhibiting at trade shows with horizontal target audience 'Cuturematic' might just be the way to go. After all, "culturematic is a little experiment that in a playful counter-intuitive way, broaches a kind of what if." It is a great way to keep the engagement going both at the show floor and after the show.

If one half of your exhibit design is an ideal setting for Culturematic cluster devote the other half for customized demonstration. Demos at trade shows are essentially futile unless it is designed to solve specific problems that customers encounter. To help better cater to your clients and prospects, do your research and find out what are the attendees trying to accomplish by coming to a specific event. What are their pain points. Heck, send out tweets asking them about it. Find out what solutions are being adopted in other industries or other countries to solve similar problems. Armed with answers you then design few presentations that talks about solving targeted problems.

Trade shows and are fertile grounds to ignite new brand culture.

Wouldn't it be great if you knew the kind of content that is being shared by the attendees of these events. You can then gauge the commonly held beliefs and behaviors of your clients and prospects. Very soon you will find out if there is a contradiction of some sort. Once you detect it, your brand will gain transformational traction on a evolutionary scale. Of course, you will highlight the preference to build recognition. But what is really enticing is tapping into the collective anxiety and achieving a status that transcends functional benefit. One great example that comes to mind is Google. In the age of digital clutter, Google offers empowerment “to organize the world’s information and make it universally accessible and useful.”

Question to ponder: How do I humanize my next trade show exhibit?

Sarmistha Tarafder
Co-creator of brands in 3D spaces.
In pursuit of essence and enchantment, mind and mystery, myth and matter!

Graphic Design: Evoke Emotion | Assassination of a Famous Nut Artist!


Assassination of a Nut Artist

This self-portrait was based on a drawing made by Arneson’s son Kregg when the artist and his first wife was in the midst of a marital crisis. Although the representation echoes Renaissance bust of mortally wounded martyred saints, the wildly exaggerated grotesque details—such as the exploding gun, bloody knife and arrow, and globs of blood and snot—recall the style of cartoon and comic strips. The sculpture is one of Arneson’s most emotionally expressive self-portrait. He was prolific in creating self-portraits using photographs, mirrors, and drawings. Each expression seemed to reveal a different emotion. These self-referential portraits iconic and humorous are vehicles to render universal concepts of feeling, sentiments, reaction and response.

That what is true for sculpting is also true when crafting concepts for your trade show booth graphics. The emotion of the sculptor is set in motion as he uses his tools to carve out forms out of formless. In a similar fashion, the visual that you are composing should be emotionally captivating. Instead of addressing raw data of features and benefits (that addresses the verbal brain), it should highlight one aspect of the pain point that your audience can associate with. By evoking emotion, your message becomes engrained in their long-term memory. Every time they encounter the pain-point they will sub-consciously visualize your brand, your message. Because, emotion happens, it is not something that we do or don't do.

When creating graphic that embellishes your trade show booth, here is another path that you may want to explore. Start with the intangible aspect of your product and that happens to be your brand. Think about what emotion your brand triggers. After all, your brand does not dwell inside the four walls of your company. It resides in the hearts and minds of the people in your market. For example when you think of Nike, what comes to your mind? It is superior athleticism and the thrill of victory (of course leaving aside the negative press). Now imagine all the visuals that Nike as generated over the years. They all actualize the intangible concept of the brand.

Classical mythology is a great avenue to derive inspiration for your visuals. Stories of passion, tragedy, war, and heroism (all trigger points for making emotions happen). Again, did you know Nike is the goddess of victory in the Greek Mythology. "Frequently she is seen hovering with outspread wings over the victor in a competition." That is how the powerful Nike swoosh has been brought into existence. Obviously Nike corporation knows very well what they are doing.

Reading poetry, visiting museums, attending lectures on the odd, the improbable, or merely interesting are some of the things that I indulge in quite often. These are the silent seeds that gets sprinkled in my subconscious only to find its outlet in some sort of creative endeavors. Assassination of a Famous Nut Artist was my find in one of my visits to one of the many museums that I frequent. It is this sculpture that inspired me to write this article.

Sarmistha Tarafder
Co-creator of brands in 3D spaces.
In pursuit of essence and enchantment, mind and mystery, myth and matter!

Creativity Demystified!

creativity demystified

creativity 2

“Don't just be a consumer, be a creator. Somewhere inside you is a masterpiece waiting to be exposed.”

As an exercise to find how this 'thing' called 'creativity' works, I venture out in this audacious journey to demystify creativity. The 4 nuggets that I jot down here is my very humble way to harness creativity. Perhaps you ask, "harnessing creativity? How very arrogant." After all, Buddha sitting under the Bodhi Tree doing apparently nothing is the grand master of creation that the planet has ever known.

infomationBe insanely curious about anything and everything. As Arne Dietrich, Professor of Psychology mentions creativity can be deliberate and cognitive. That means you have to be perpetually on the lookout for information that is new and happening. Every 'bit of information' that is specially not part of your core discipline when combined with other knowledge nurtures the seed of creativity. As Professor Dietrich puts it, deliberate and cognitive creativity comes from the PFC in your brain. The PFC is responsible for focused attention and connecting the dots between information that you have stored in the other parts of the brain. When the nobel laureate, Professor Muhammad Yunus reversed the circle of "low income, low saving & low investment", into a circle of "low income, injection of credit, investment, more income, more savings, more investment, more income" he put together existing information in new and novel ways being extremely deliberate and cognitive in his creation.

incubation ”Prisoners who never wrote a word in the days of their freedom will write on any paper they can lay hands on,” says Dorothea Brande in her classic, Becoming A Writer. ”Innumerable books have been begun by patients lying on hospital beds, sentenced to silence and refused reading.” Furiously unplug while you’re incubating your project. Spend time with yourself in solitude. It is the fertilizer for your creative crop. Spend time on yourself doing something festive. Set an Artist Date for yourself. Visit museums and monasteries, hike through widerness, attend "lectures on the odd, the improbable, or merely interesting… participate in musical performances by traveling Tibetan monks"...or do that which brings you in touch with yourself. This creates a rich tapestry of new images, thoughts and perspectives that gets seeded in your subconscious, to be revealed when you are at emotional crossroads. This gives rise to what Professor Dietrich says deliberate emotional creativity.

intuition“Those who do not know the torment of the unknown cannot have the joy of discovery.” The Art of Scientific Investigationa must read by W.I.B Beveridge In this book, he explores the minds of the most famous scientists of watershed discoveries. His conclusion: serendipity, intuition, and imagination displays the habits of mind that produce good ideas." "[Intuition] is always in response to something.”

When Frederick Kekule's (1829 - 1896) saw the dream of a snake coiled and biting its tail; in an intuitive flash, he realized that the molecular structure was characterized by a ring of carbon atoms. It is important to recognize that Kekule was immersed in the problem of how atoms combine to form molecules, and he was focused on benzene. Intuitive outcomes are prolific when there is a strong emotional focus and intention to solve a specific issue.

This "eureka" moment of a sudden flash of knowledge is what Professor Dietrich calls spontaneous and cognitive creativity. It involves the basal ganglia of the brain that operates outside your conscious awareness. "Out of box thinking" requires the conscious brain to stop working. By doing this, your subconscious takes the driver seat and the PFC is activated in connecting information in new and novel ways.

inspiration“The painter has the Universe in his mind and hands.”  Leonardo Vinci.
Creative inspiration is mysterious. When the conscious brain and the PFC are resting, it is then possible for spontaneous ideas and creations to happen.

Wolfgang Amadeus Mozart sums it up very well.
”When I am… completely myself, entirely alone and of good cheer — say, traveling in a carriage, or walking after a good meal, or during the night when I cannot sleep; it is on such occasions that my ideas flow best and most abundantly.
“Whence and how they come, I know not; nor can I force them. Those ideas that please me I retain in memory…[and] if I continue in this way, it soon occurs to me how I may turn this or that morsel to account…
All this fires my soul, and, provided I am not disturbed, my subject enlarges itself, becomes methodised and defined, and the whole, though it be long, stands almost complete and finished in my mind, so that I can survey it, like a fine picture or a beautiful statue, at a glance… What a delight this is I cannot tell! All this inventing, this producing, takes place in a pleasing lively dream.”

Amygdala is the seat of spontaneous and emotional creativity. These spontaneous and emotional creative moments are very powerful, such as an epiphany, or a religious experience. This type of creativity is not cognitive. But often skill (writing, artistic, musical) is needed to create something from the spontaneous and emotional creative idea. As Professor Dietrich mentions, you cannot design for this experience to happen. It is spontaneous!


"Each man comes into this world with a specific destiny: he has something to fulfill, some message has to be delivered, some work has to be completed. You are not here accidentally, you are here meaningfully. There is a purpose behind you. The whole intends to do something through you." osho

Your ideas and your thoughts will open up new worlds. Go Create!

Sarmistha Tarafder
Co-creator of brands in 3D spaces.
In pursuit of essence and enchantment, mind and mystery, myth and matter!

Brand Expression: Drive Demand Through Creativity!


creativity drives demand

The dynamic blend of a strong brand proposition and a compelling brand personality gives birth to a powerful brand expression. Key brand attributes like: texture, color, imagery, typography, forms, tone of voice, sound and environment play a unique role in defining the proposition and developing the personality. These attributes are then used like a palette to design all touchpoints of the brand to foster the environment necessary to create the desired expectation.

Designed by Artefice Group, Italy, "Coca-Cola offers consumers a special edition of the legendary glass bottle: an original interpretation of the brand personality through a series of three creative subjects. What catches the attention is the movements, the depth of shading, the colors that convey all brand values in a stylish way." The keywords here – movement, depth of shading, colors all substantiates the The Journey to Shared Value: A world where cultural revolution is alive...  "We can’t control how Coca-Cola gets painted on the side of a wall, for thousands of people to see. But we believe that if we engage the market with stories that provoke happiness and inspire optimism, our consumers are going to talk about our brand in a way that is more powerful than we could ever do ourselves." This expansion in brand expression has helped Coca Cola to sell over 1.8 billion servings of its products to consumers in every country in the world, save Cuba and North Korea (officially).

Understood, not all brands have the resources nor the grit "to walk the talk."  However, we can all benefit from the valuable lessons imparted by the slogan, "The Coke Side of Life". Andy Payne, the Chief Global Creative Director of Interbrand, professes the vital role of creativity in creating and managing brand value.

Start with a Great Brand Proposition: "If you have a body, you are an athlete. This proposition taps into Nike’s dedication to human potential, and makes it relevant
to its business by grounding human potential in athleticism." Very clever and very consistent with the brand proposition. This visual and verbal expression may vary dependent on culture and country but the brand intent and atttitude is always consistent.


"Great brand propositions and expressions are universally understood, believable, actionable and stand the test of time."

Drive Demand Through Expression: When we see BMW’s brand mark, we don’t think of it in the form of blue and white quadrants. We think of it as the ultimate “driving machine,” and this is because expression has become synonymous with the brand proposition. The Disney brand proposition is built around family-centric entertainment. "The use of characters to create fantasy leads to being able to physically engage similar themes in a physical space, one that immerses the customer in a 360-degree, multisensory, branded experience."

Expression Creates Value: As Andy Payne mentions, consumers and audiences encounter emotion and meaning through personality and storytelling. The journey towards creating a compelling expression of your brand is never complete. Brand propositions, personality, and expressions have to be continually evaluated, evolved, and reevaluated.

In this era virtual reality and digital distraction most brands are yet to explore the compelling territory of emotional enticement. Trade shows and events are the grand avenues for embracing this territory. "Brands that claim powerful emotional propositions and capture them with an exciting world of expression, have the ability to maintain a fond place in the mind of their audiences now and in the future."

Sarmistha Tarafder
Co-creator of brands in 3D spaces.
In pursuit of essence and enchantment, mind and mystery, myth and matter!

The Winds of Change: Global Launch Event!

Header top

From the company known for innovation and recognized for it, comes a revolutionary new product that will change exhibiting for ever.

What We Believe
We will achieve the goals of our clients, realizing our goals as well, by relying on our principles as the ultimate foundation for our business and practices.

Integrity: We will meet the highest ethical and professional standards in all areas.
We will honor and value each individual.
We will develop innovative and creative solutions in all aspects of our business.
We will provide flawless product quality, processes and service to our customers.
We will champion a never-ending commitment to learning and we will share our knowledge for the benefit of our customers.

Helping The World Trade

Our Core Purpose

Helping.  Skyline is a caring and compassionate company.

The World.  Skyline is a growing global presence. Skyline now has 128 dealers in 31 countries worldwide and is expanding its presence in emerging global markets.

Trade.  Skyline is a business partner that helps companies trade, grow and prosper. It is a $100 billion industry that supports many jobs throughout the world, which stimulates the economy.

Global Launch Event

Sarmistha Tarafder
Co-creator of brands in 3D spaces.
In pursuit of essence and enchantment, mind and mystery, myth and matter!

Multisensory Brand Exhibiting: Raise Response, Register Retention


Ask yourself this question: What has been your best-ever brand experience?

Maybe it was staying at the Belagio Hotel - the multi-colored, multi-shaped large hand-blown glass flower ceiling in their signature lobby, or perhaps owning your first iPad - the thrill of opening the package and the anticipation of accessing world wisdom in the palm of your hands. Or simply a vivid memory of opening a cold Coke on a hot day - the ultimate satisfaction of quenching your primal thirst!


Today brands like Google, Apple, Facebook, Twitter, and YouTube have permeated our waking hours. They are seamlessly integrated in our digital lives. They have brought forth all the benefits of connectedness and immediacy. By doing so, they have subtly shifted our worldview and our brand priorities. Maggie Jackson, in her book Distracted: The Erosion of Attention and the Coming Dark Age, believes that the never-ending stream of emails, instant messages, text messages, and tweets stifles creativity and leads to less critical thinking and less fulfilled lives. We are hyper-connected, yet we have lost the real true meaning of connectedness. In the rush to be digital, brands have overemphasized these channels at the expense of real human interaction. "The risk is that consumers become desensitized. That’s why there is now the beginning of a move the other way–not a backlash, but a turning toward more real, human, and
meaningful connections."

fascinate the 5 senses resized 600In this ceaseless climate of detachment, fragmentation and distraction multisensory branding is gaining much traction as brands are being challenged in their expansion of consumer memorability. Sensory branding - the idea that humans are more receptive when all five senses are engaged is a field of major study in the field of cognitive neuroscience. "It’s clear that no amount of time on a Mercedes-Benz website will give consumers a true sense of what it feels like to close a car door, smell the brand-new leather interior, or run their hands over the dashboard." These memorable, multisensory experiences are critical in engaging with a brand. When they do, the rewards are phenomenal. NIKETOWN, Apple Stores, the Samsung Experience, Mercedes-Benz World, Disney Stores, and LEGOLAND are all testimonies to the power of multi-sensory brand experiences around an existing product.

Granted all brands does not have the prowess of the mega brands as mentioned above. Yet, these brands do set an example as to how to incorporate multisensory marketing examples in your trade show booth design. Imagine the richness of visuals that may define your space, the sound that defines the new product launch, the scent that evokes the memory of reliability or the color that gives your product a new dimension.

In his book, The End of Marketing As We Know It, Sergio Zyrman writes, "Mass Marketing has lost the ability to move the masses………Technology has given people many more options than they had in the past and created a consumer democracy……… Marketers increasingly need to find ways to speak to customers individually, or in smaller and smaller groups." Focused groups, trade shows and events are proven to infuse your brand with life and vigor. Remember, "marketing is a science. It is about experimentation, analysis, refinement and replication. You must be willing to change your mind."

Engage the five senses to create expectations in delivering your brand promise.

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In the past few weeks, I immersed myself in the study of multisensory branding to find out the art and the science of sensual stimuli. The result is a 70 page visual look book that might stir your imagination and perhaps spur new ideas for your next multisensory exhibit design.

Sarmistha Tarafder
Co-creator of brands in 3D spaces.
In pursuit of essence and enchantment, mind and mystery, myth and matter!

Booth Designs: Digitally Delight Your Audience!


digital design

"Twenty years ago, the annual US spend on food and beverages was $614 billion; $2 billion was spent on computers – a ratio of 300 to one. Today, that spending ratio is at parity. We spend as much on technology as we do on our nutritional needs." - Cheryl Swanson, principal managing partner, Toniq

Let's face it.

Navigating today’s digital marketing landscape can be a daunting task. It is a complex world of mobile, SMS, QR Codes, banners, video, social media, rich media, email ….. you name it. New Media has forged new opportunities to reach consumers anywhere, anytime in stunning ways. One wonders if New Media happens to be the norm of New Marketing, are trade shows still of value in today's economy.

A recent report published by confirms that the top-ranked important reasons for attending exhibitions is a blend of coming to see what is new and having a chance to interact with experts. The highest-importance scores are achieved for: see new technology, have the chance to talk to experts and gain industry insights. The research further confirms that exhibitions are doing well in meeting the needs of attendees, with more than a majority of attendees saying their top-ranked important needs are met.

Empowered by such analytics we may now move on to some digital trends that is gaining traction in the world of trade shoes and events. It is a phenomenal way to educate and to entertain the visitors of your booth.

Virtual graffiti wall is a powerful in engaging your audience to realize their inner artist. It allows attendees to literally “paint” on a digital canvas. These interactive art walls encourages laughter and conversation and soon becomes the life your booth. User generated, unique pieces of art can then be leveraged across all your marketing promotions.

Digital signage: It has been pretty popular at trade shows and events. Using your brand visuals across multiple screens creates the high impact and high touch that is needed to entice your audience. Take a signature visual and break it up across multiple moving screens to create unexpected wonder that will enthrall your audience and leave a lasting impression.

digital media

Tablet Phenomena: Tablets have changed the way we engage one-to-one and one-to-few. With iPad mini and PaperTab (as thin and flexible as paper), you are no longer confined to the parameters of your floor space. It is a portable branding message on the go.

Projection Walls: Has been with us for quite some time. Now, with the flip of a switch you can transform your environment from morning keynote to lunch breaks to an evening reception. Projection make it fun, attractive and memorable.

Interactive Media: High touch, high technology, high design goes into play for this compelling experience. Interactive product and brand messages is programmed to respond to motion-based body gestures.

Your booth is the stage that anchors your space. It is your show. Make it fun. Make it memorable. Make it interactive.

Sarmistha Tarafder
Co-creator of brands in 3D spaces.
In pursuit of essence and enchantment, mind and mystery, myth and matter!

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