ABB Optical Group is America’s leading authorized distributor of all major soft contact lenses. Vision Expo West is the largest optical event in America, bringing in over 15,000 eyecare professionals, buyers and influencers. Vision Expo West 2019 served as the perfect event to launch the new ABB look.

Exhibitpro Case Study ABB Vision Expo West 2019


ABB, going through a major brand overhaul, wanted to reintroduce itself to the marketplace, while also promoting two additional divisions of service. Special attention needed to go into the design and planning, ensuring the 20’ x 60’ exhibit provided the appropriate messaging and impact. ABB desired a space that mimicked the aesthetic of their new logo and created a connection with their audience. In addition, the custom exhibit experience needed to meet measurable ROI objectives communicated during the discovery process.

Exhibitpro Case Study ABB Vision Expo West 2019


The booth’s layout included three distinct sections, representing ABB’s 3 service divisions. Rounded couches and circular carpet emulated the ABB logo, while overhead signage provided a clear indication of each vertical. The open floor plan allowed for easy interaction with attendees, and demo stations provided a hands-on experience with ABB’s services. Throughout the process, our team helped ABB navigate the ins and outs of the show, providing insight and ideas for efficacy. Our onsite team helped ensure a hassle-free show experience for the ABB team.

Exhibitpro Case Study ABB Vision Expo West 2019


Not only did the exhibit experience exceed expectations, but the show served as a successful launching pad for ABB’s new divisions. Our post-show audit helped reconcile convention center overcharges, and ABB committed to attend the Spring version of the event in New York City.

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