ASD MArket week // Visual Systems and wayfinding
ASD Marketweek came to us with a challenge. It’s the largest wholesale consumer merchandise show for retail buyers in the U.S. and needed a design system that would help visually organize a large quantity of diverse vendors.
Instead of fighting the chaos, our re-design took inspiration from world markets where chaos is embraced. We wanted to highlight the beauty in visual excess, and use it to our advantage. I leaned into it by developing a modular design system that could work in tandem with color coding to give specific visual cues about a vendors location within the show and their industry. This modular system is a flexible language that the client is able to adapt to a variety of applications and surfaces.
To help visualize, we developed a few simple mockups that demonstrated the potential to the client, who were excited to then take the system and incorporate it into the show over the next few years.
