A scalable experiential system crafted to elevate RingCentral’s presence across national events.
RingCentral
Experiential brand system
RingCentral needed a trade show booth that could scale with future growth, support a sixteen foot video wall and stay within a tight budget. The work took place during a period when the company was already public but still operated with a startup mindset which shaped the pace, the level of ambiguity and the need for systems that could scale. With a lean internal team I created the concept, built the visual brand system and worked directly with vendors and on site teams to deliver the environment accurately. The system grew beyond the booth and became the foundation for how the brand expressed itself across digital, print and large format applications which created a cohesive identity that evolved with each event cycle.
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Jennifer Wanderer, Lead Experiential and Brand Designer
Greg Gomez, Video and Motion Graphic Animator
https://www.ringcentral.com/ -
The Channel Partner program needed a consistent way to appear across a wide range of event footprints. The identity was evolving and the team needed a system that could adapt to different booth sizes, formats and regional needs while staying aligned with the larger brand. I built the visual system, defined how it scaled and partnered with vendors and on site teams to ensure accurate execution across environments.
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Create a scalable system that strengthened and evolved the brand. The team had limited event resources so I led the creative and production work and ensured the system could grow into a larger and more immersive presence as the program expanded.
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A scalable experiential brand system defined how RingCentral’s identity behaved across national Channel Partner events and later across additional programs. The system created alignment across digital surfaces, printed materials and large format environments and paired clear communication with high impact environmental design. Every touchpoint worked together to reinforce the identity and support partner engagement.
Brand system development:
Created a modular visual framework that established the core look and feel for the booth and adapted to different sizes and event tiers while maintaining a consistent brand presence.Spatial hierarchy and messaging:
Defined the structure for signage, product messaging and partner narratives to guide traffic flow and support sales conversations.Lighting and material direction:
Set lighting cues, material palettes and structural accents that elevated visibility and created a cohesive brand experience.Cross team alignment:
Worked with Channel, Events and Product Marketing teams to translate campaign messaging into spatial storytelling and demo ready environments.Asset system and production:
Delivered a comprehensive asset library that included large format graphics, motion surfaces, demo screens and environmental templates to streamline production across vendors and event cycles.
From research to reality: Sourcing the ideal booth vendor
I evaluated several booth configurations with the Channel Partner team, focusing on scalability, cost and long‑term use. We narrowed the options to the Serpentine Display and a modular Apple booth. The Apple booth offered the strongest path for future growth, including the ability to evolve into a sixteen‑foot video wall. I partnered with Tradeshow Direct and AV Dimensions to validate structure, flooring and video wall needs and to ensure the booth could support the upgrade before we made the purchase.
Competitor research
I conducted competitor research at early‑stage events to understand how other brands positioned themselves. These insights shaped our messaging and visual direction and informed the brand system and the approach for the future video wall upgrade.
Booth phase one: Photography and booth panels
I sourced six high‑quality images for the booth’s large‑format panels and customized one by compositing a Polycom device in Photoshop. The visual direction introduced glowing swirls and light effects that added energy around the people and devices and supported the broader brand system.
Booth phase two: Channel Partners Conference and Expo
Each sixteen‑foot panel was built from fifty to one hundred Photoshop layers to achieve the final effect. I placed temporary boxes to mark monitor and cabinet locations so key visuals and copy stayed visible in the built structure and stayed aligned with the broader brand system.
Behind the scenes: Video wall structure and onsite build
I partnered with AV Dimensions and Tradeshow Direct to finalize the design and cost details for the sixteen‑foot video wall and worked with the fabricators to adjust the booth structure. The wall consisted of nine vertical panels built into one of the main towers and supported by an internal framework for all required equipment. During installation I was on site with Tradeshow Direct to oversee the build, guide skin placement and ensure the structure reflected the intended design.
Video Wall Motion Graphic
To support the sixteen‑foot video wall upgrade, I art directed the motion designer through the creation of a looping visual sequence that anchored the booth’s presence on the show floor. The motion needed to feel dynamic without overwhelming the space and had to align with the lighting cues, color palette and spatial hierarchy defined in the broader experiential system.