Creating Kodak’s brand experience at drupa

Kodak: ,

Overview

Kodak asked Jack Morton to design their brand experience at drupa, the largest printing equipment exhibition in the world. We didn’t want to merely build a stand. We wanted to create a dramatic home for an iconic brand that has reinvented itself as a natural home for creative minds.

Objective

Kodak wanted to generate awareness and leads.

Target audience

Print professionals and influencers. drupa’s audience was passionate about the cross-over between the digital world and the real world. They loved the ability to create actual print that you hold in your hands – images that can’t be swiped into oblivion with the flick of a thumb or that fail to exist when the power runs out.

Insight and strategy

When it comes to creativity, Kodak has existed to actively empower creative individuals over more than a century. The brand experience at drupa needed to reflect that Kodak’s relationship with creativity isn’t just skin-deep – it runs through to the heart of who they are and has the power to reinvigorate the brand.

Idea

Introducing Kodak Quarter. A regenerated urban space designed to celebrate the best of print media.

Experience

Because our idea was to have the brand experience look like a regenerated city hot-spot, our urban-city concept provided a new way to structure Kodak’s offerings.

  • A mini-mart held all the product packaging.
  • A gallery featured posters.
  • A New York loft featured all the unusual objects that could be printed by inkjets.
  • A newsstand held all kinds of paper prints.
  • Cafés were filled with designer coffee table books and meeting spaces were filled with free high-quality prints that visitors were encouraged to take with them.
  • Distinctively branded yellow bags contained brochures and small gifts, providing a mobile brand presence as people who took them walked through the exhibition space.

Results

181%of revenue target achieved
135press hits
81ktotal visitors to Kodak Quarter

With the help of Jack Morton, Kodak surpassed their goals, reinvigorated their brand, and showed the world that creativity is at the heart of Kodak.