Experiential + brand activation
art direction design
HomeEquity Bank wanted to create a casual, inviting environment to promote their CHIP Reverse Mortgage financial product at the 2022 Toronto ZoomerShow, a lifestyle tradeshow for the 50+ demographic.
The design centered on living and aging comfortably, creating a welcoming space for informal, one-on-one conversations. A prominent feature was a large-scale endorsement from CHIP Ambassador Kurt Browning.
Browning’s endorsement reinforced the campaign’s broader message, appearing across tv spots, print, and digital advertising: 93% of Canadians want to stay in their home.
The booth translated that message into an approachable physical experience, with three distinct environments for consultation: a café/bistro-inspired area, a residential living room, and an outdoor-inspired space with ottoman seating.
To help stakeholders visualize the experience and evaluate different configurations within budget, I developed scale 3D models to test the footprint and flow of the space. Initial concepts explored a 20 × 20 ft. footprint, but it quickly became clear that a 40 × 20 ft. space was needed to accommodate the desired seating, tables, and circulation.
