This article originally ran on Georgia State Homes website.

Blue Sky Exhibits uses new and evolving technologies like clear OLED monitors, multi-touch experiences, augmented reality and projected halographic like images to help clients tell their stories. And yet, says Tim Kelley, Co-Owner and COO, there is a balance to be achieved between the technical and creative parts, which does not always play out in favor of the technology.

“It starts with creative, but often times a tremendous amount of technology is integrated to facilitate the user experience. The creative part comes into play when we bring the clients brand to life in 3-D. We use a variety of elements to create the ultimate experience such as shape, color, light, and technology.”

Since the goal is to create a bond between the attendee and the brand or product, technology for its own sake can sometimes become a distraction, he adds: “Integrating cool technology into the space just for the sake of a cool factor can actually be distracting and a detriment if it does not complement the overall experience. Not to be distracted by something cool but unrelated.”

It all begins with understanding the client’s story, and then sharing it with the target audience. Kelley points out that “This is actually the most important part of the creative process. Every client is unique and so is the type of person they are trying to attract into their exhibit. It is equally important to have a deep understanding of both our client and our clients target market. Ultimately the exhibit is being designed for the target market, and first and foremost must appeal to their outlook on life.”

The kinds of things that the exhibit designers need to know about the target market include: their age, gender, buying power, position in their firm and whether they are an influencer or decision maker, their experience and expectations, and whether their role in their organization is strategic or tactical. Information about the client that shapes the exhibit design includes the brand personality, their self perception, perception of the market place, how they wish to be perceived in the market place, their culture, value statement, history, current and previous market campaigns, the competition and how they are positioned in the marketplace.

“Once we have done our homework,” Kelley says, “we start the process of creating the bridge to connect the two.” Like most exhibit designers, Kelley has a degree in Industrial Design. The work of exhibition designers, while using the same tools as traditional industrial designers, aims to create an emotional bond between the viewer and the product or brand being exhibited. Unlike product designers, exhibit designers create spaces used to manipulate how the attendee feels and acts.

Blue Sky connects to the local community in a number of ways and has been recognized eight times by the Cobb Chamber of Commerce as being one of the top 25 small businesses in the county, including in 2016.” Blue Sky also participates actively in charitable efforts.