Qualcomm at MWC
- Barcelona
- Exhibits & Trade Shows
- Semi-Conductors
Unifying Two Brands, One Vision
THE CHALLENGE
The Qualcomm-Snapdragon Duality
Qualcomm had a new brand identity, and their presence at Mobile World Congress (MWC) needed to reflect that. The challenge for Impact XM was to design a booth that showcased both Qualcomm’s new identity and their Snapdragon product, which had distinct colors and aesthetics: fire red versus electric blue. The booth needed these different brands to be visually unified while also prioritizing B2B audience engagement through dedicated meeting spaces.
Qualcomm, the electric blue “brain,” focuses on engineering the technology and connectivity that drives human progress. Snapdragon, the fire red “heart,” represents the human connection we experience with our devices. The goal of the client was to showcase the power of connection in a way that mirrored the intelligence of the technology itself.
THE SOLUTION
Humanizing Technology Through Connection
Impact XM aimed to transform a complex story of Qualcomm’s technology into a relatable narrative about human connection. To achieve this, we focused on the two key concepts: Qualcomm, the innovative powerhouse, was represented as the brain, while Snapdragon, the technology powering connectivity, became the heart.
The booth design took visitors on a journey, starting with a big-picture view of how Qualcomm technology connects the world. This “macro” perspective gradually zoomed in on the “micro” level, showcasing how this connectivity empowers individuals through real-life examples like smart city interactions.
The front of the booth offered a comfortable and inviting atmosphere, encouraging open exploration despite the technical nature of the products, while the back of the booth offered plenty of meeting spaces. Videos, graphics, lighting, and content across the entire booth were seamlessly connected, creating a unified and immersive experience as messaging and visuals continuously shifted throughout the day.
Spotlights within this holistic environment highlighted specific technological advancements. Additionally, wayfinding with helpful navigation were strategically placed throughout the booth, directing visitors on their self-guided journey. A mix of informative content screens and interactive demos provided attendees with various engagement opportunities with the brands and products.
The booth prioritized digital elements like content and wayfinding, minimizing the need for printed materials. This not only reduced waste and made it more sustainable but also allowed for last-minute alterations and lower energy consumption. The use of inviting materials bridged the gap between the technical aspects and the human connection Qualcomm’s technology enables.
THE IMPACT
This design transformed a story of complex system integration into a relatable narrative about human connection, empowerment, and the power of technology to bring us closer. By focusing on reusability and sustainability, Impact XM created a successful and responsible brand experience for Qualcomm.