Ohio Hardwood Furniture Market


2015 Registration Mailers

The Ohio Hardwood Furniture Market is a trade show held annually by the Hardwood Furniture Guild. Cassel Bear has been involved in marketing the show for several years as an extension of the Guild’s brand. The audience has grown to reach national appeal, which triggered a trade show design and marketing campaign discussion that resulted in a new brand for the event.

Cassel Bear led the Guild Board in a brainstorming session to arrive at a trade show design and theme which highlights both the time-honored craftsmanship and evolving styles that a visitor to the market will encounter: Where Tradition Meets Innovation.

Our team then brainstormed visual manifestations of this theme, finding inspiration in The Exquisite Corpse and children’s mix-and-match flip books. Juxtaposing tops and bottoms of furniture pieces along a center line, a fold, an envelope flap, and more allowed us to highlight the variety of pieces to be found at the Market, captured traditional and modern styles, and lend the Market an aura of fun and energy. We also got to play creatively with varying colors and fonts, giving the Market a different feel than the more conservative Guild brand.

These registration mailers were sent to attendees from last year’s event, as well as furniture retailers around the country who might benefit from attending the Market. One version was for regular registration, and another one was sent out subsequently for late registration. Both contain a fun tagline that Cassel Bear developed for the event: The New High Point Of Your Year, a direct reference to the industry leading show in High Point, North Carolina.

2015 Invitation

The Ohio Hardwood Furniture Market is a trade show held annually by the Hardwood Furniture Guild. Cassel Bear has been involved in marketing the show for several years as an extension of the Guild’s brand. The audience has grown to reach national appeal, which triggered a trade show design and marketing campaign discussion that resulted in a new brand for the event.

Cassel Bear led the Guild Board in a brainstorming session to arrive at a trade show design and theme which highlights both the time-honored craftsmanship and evolving styles that a visitor to the market will encounter: Where Tradition Meets Innovation.

Our team then brainstormed visual manifestations of this theme, finding inspiration in The Exquisite Corpse and children’s mix-and-match flip books (maybe link to an image). Juxtaposing tops and bottoms of furniture pieces along a center line, a fold, an envelope flap, and more allowed us to highlight the variety of pieces to be found at the Market, captured traditional and modern styles, and lend the Market an aura of fun and energy. We also got to play creatively with varying colors and fonts, giving the Market a different feel than the more conservative Guild brand.

This 2015 save-the-date / invitation piece was the first public reveal of the new branding and gave just a teaser of what was to be more fully explored in the other materials for the Market.

Late Registration Invitation

The late registration packet encourages furniture buyers from around the country to make the show a priority in their last minute plans as they select products for the summer and fall.

Invitations

Invitations are mailed out for the trade show several months in advance.

Show Sponsor Bags

Lots of literature and catalogs change hands in two days’ time. The trusty show bag helps keep everything in one place.

Signage

Photography

Cassel Bear’s photographer spent an entire day at the OHFM, scoping out the varied styles and diverse woods. The ability to get up close and personal allowed for some great shots of the event, but also some unique angles and perspectives of minute details on beautiful furniture.

OTHER PROJECTS


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