INTA Tradeshow Booth
The International Trademark Association hold an annual meeting where thousands of IP professionals and government bodies gather to knowledge share and collaborate on global brand protection policies and actions.
TrademarkVision participated in it's fifth year where I visited the The Emerald City, Seattle, to celebrate the industry and represent the world-first AI-powered image recognition technology, TrademarkVision.
Booth graphics and video were amazing fun to design and produced new and interesting challenges. The most exciting for us at TrademarkVision was the AR game, built in collaboration with ARki - Darf Design. This concept was sparked when I was playing with a toy gun that required a phone to attach to the "eye piece" and would produce UFOs to "shoot", using augmented reality.
The final TrademarkVision game idea celebrated the launch of a new product and offered a new and fun experience to the show, being a legal conference, other booths had not offered technology and game play previously.
The aim of the game was to identify an infringing design and shoot it within 20 seconds. Players held an iPad up to the tower of boxes to see a chair come to life. They then walked around the boxes to find the similar looking chair and were challenged to aim and shoot the infringing design. While some players ran out of time, one champion completed the game in 2 seconds!! Players were rewarded with a sneak peak of our latest brand protection solution, DesignVision!
The challenge in designing the game was to create artwork in the physical world, which the computer vision technology could recognise and trigger the game to start. The images demonstrate the artwork in the form of "nodes" which had to represent a slightly different pattern on each side of the box, in order for the augmented reality game to recognise and build the rendered model around.
The box tower consisted of 4 shipping boxes, sourced from Officeworks, and provided a cost effective option for the display. As many items were required to be transported from Australia to Seattle, in luggage, it was important display items were easily transportable. I designed four sets of large, custom made vinyl stickers to be used to add visual appeal, represent the company brand and support the AR game.
