When a person takes on many responsibilities at their job, it is said that they are wearing many hats. The idea that G5 could ease the stress that comes with marketing, plus managing a website, by handling some of those hats is what G5 wanted to convey with their booth design.

We treated this theme in two different ways; having the hats swirl around in a mesmerizing whirlwind, and showing the hats notated with responsibilities stacked on the head of a woman.

We creatively blended these two ideas so that the handout and the booth put forth the same message. The theme was then brought to life when G5 added an actual hat rack in the booth – symbolizing that people could take their hats off and let G5 handle it!