Hitachi's "See What’s Next" at the 2023 Construction and Agriculture Expo

Under the creative direction of Andi Counts at Veridian Design Group, LTD., I played a pivotal role as a graphic designer in the creation of tradeshow graphics for Hitachi at the 2023 Construction and Agriculture Expo in Las Vegas. The project was executed in partnership with Circle, who oversaw the printing and construction of the exhibit. The challenge was to announce Hitachi Construction Machinery Americas' corporate name change, introduce the new campaign "See What’s Next," and showcase its cutting-edge technology, products, and services.

Circle's Approach:

Circle devised an omnichannel strategy, integrating two experiential exhibits and a marketing campaign aligned with Hitachi’s future-focused theme. The LVCC exhibit (inside) and the Hitachi Product Chalet (outside) designs featured dynamic forms framing Hitachi machinery and feature areas. Engagers guided guests to demo areas with interactive touchscreens, digital signage, photo-op vignettes, and live broadcasts for social media sharing. VIP guests enjoyed upscale hospitality and an exclusive DJ/Celebrity event. The "glasses giveaway" tied into the "See What’s Next" print ad campaign.

Results:

The impact was significant, with Hitachi capturing 17,500 leads from the show, representing approximately 20% of the ConExpo attendance.

Hitachi's Exhibition Highlights:

Hitachi Construction Machinery Americas Inc. utilized 45,000 sq. ft. of space at CONEXPO, featuring construction machines, technology, and solutions. Highlights included innovative equipment like the emission-free ZX55U-6EB electric compact excavator and educational sessions led by Hitachi experts. The booth showcased full-size and compact excavators, a compact wheel loader, mining simulators, a theatre video wall, and more.

Graphic Design Contributions:

As a graphic designer, I played a vital role in creating the wayfinding graphics, event signage, ceiling banners, brochures, wall wraps, outdoor graphic wraps, TV graphics, patrician wrap graphics, and the "See What’s Next" campaign graphics. This extensive project demanded meticulous attention to detail, adherence to prepress standards, and the ability to scale graphics for large-format tradeshow displays.

Creative Elements:

To align with the "See What’s Next" Campaign, we implemented triangular charcoal gray overlays, symbolizing forward movement and the future. Our collaboration with the photographer at Hitachi Headquarters in Tucker, GA resulted in grayscale jobsite images overlaid with color versions of Hitachi Machines reflected in safety glasses. This design was seamlessly integrated into various graphics, including wall wraps, ceiling banners, website banners, and social media graphics.

Conclusion:

The success of the project was a testament to the seamless collaboration between Veridian Design Group, LTD., Circle, and myself. The forward-thinking design elements aligned perfectly with Hitachi's vision for the future, creating a memorable and impactful presence at the 2023 Construction and Agriculture Expo.

Credits:

• Veridian Design Group, LTD.: Creative Direction by Andi Counts, Graphic Design by Mackenzie Allanson

• Circle: Printing and Construction; Photography and Rendering

• Hitachi Construction Machinery Americas Inc.: Exhibition planning, equipment showcase, and event coordination.

This project was a celebration of innovation, design excellence, and strategic collaboration, showcasing Hitachi's commitment to pushing the boundaries of technology and construction.