Nikon

Nikon, the leading name in the photography industry and a long-time Gilbert client, approached us with a unique challenge for their exhibit at PhotoPlus East. After celebrating their 100 year anniversary in 2017, Nikon wanted to reevaluate their brand image, analyze how they marketed themselves, and launch their innovative mirrorless camera, the Nikon Z. For Gilbert to reimagine a brand as iconic as Nikon, we needed to gain an intimate understanding of who Nikon is, where they wanted to go, and who their customers are. We collaborated closely with their team members and analyzed every aspect of their previous shows: color, attendee engagement, selling experience, and opportunities for education and brand building. We chose a more subtle palette of colors and textures: white and wood flooring

and tables created an inviting atmosphere while a black backdrop with iconic “Nikon yellow” graphics stayed true to brand. We eliminated the glass showcases and introduced product tables lined with cameras that allowed attendees to touch, feel, and play with Nikon’s product range like never before. Gilbert worked with Nikon to station educated salespeople around the floor to help and educate attendees. Nikon’s presence at PhotoPlus East 2018 was a massive success. Their exhibit was one of the most attended and their photographer talks and demonstrations were consistently flooded. The updated, modernized look and feel launched a new image for the Nikon brand and the experiences inside delivered real, lasting impact. Both the existing and new elements will be utilized at future shows such as the CES, WPPI, and PGA.