Church & Dwight

As a company, Church & Dwight has developed brands in the home goods, personal care, health, and consumer products categories around the globe since 1846. Suffice to say, they’ve been doing this a while! And they knew exactly what story they wanted to tell at this event. Church & Dwight see themselves as a “solution-based” company, with brands that showcase product solutions for a number of personal care issues. For the annual ULTA Field Leadership conference, they wanted to showcase a multitude of their personal care brands in one booth space. Most importantly, they wanted to ensure that each of the seven featured product lines was displayed independently of the others while still communicating one cohesive brand. They also needed each brand’s booth components to be produced within a similar budget. In most instances, creating a cohesive design with multiple looks can be challenging. Thankfully, Church & Dwight was open to having some fun, allowing us to do what we do best: transform ideas into stunning, interactive experiences for every guest!

As part of working within a clearly defined budget, Katherine Frank Creative sought to design components that were not only beautiful but also produced sustainably. Since this would be a one-time booth, we incorporated pieces of our rental inventory mixed with custom, tri-fold walls sourced from corrugated cardboard. The tri-fold design allowed each brand to stand apart, with dedicated graphics to showcase the individuality of each product. They also featured a shelving unit with a pedestal incorporating vinyl graphics for each logo. The custom print flooring gave a “Candy Land” inspired feel to the whole booth, with a path that ensured great traffic flow to each brand. And, if you look closely, you can see real-life customer reviews for each product.