Gartner ITXPO 2008

NEC asked B’stro to develop a high-level message that would serve as its theme for the 2008 ITXPO trade show. The goal was to unite three disparate divisions of the company within a single NEC booth.

In addition, the theme also needed to deliver three key messages. The first was NEC’s recognition of the men and women who make NEC’s tech solutions possible. The second message would emphasize the flexibility of NEC’s solutions, and the third was the 2008 ITXPO’s overall theme: IT and Network Innovation.

Our solution took the form of a tangram. A seven-piece puzzle capable of combining to form a vast array of different shapes through simple rearrangement, tangram components are transformed into any number of figures—in our case, a human in motion.

Our crisp design was the perfect fit for NEC’s objectives: the tangram itself parallels NEC’s customizable and flexible solutions, while the image of a human in motion represents the men and women who empower NEC. Finally, the innovation required to deliver a unified, recognizable image from the seven distinct pieces of the tangram fused our design to the ITXPO’s overarching theme.