fdx by FedEx
The Opportunity
fdx came to NRF 2025 determined to make a different kind of impression. They had exhibited at NRF before, leaning heavily on the FedEx brand—but walked away disappointed with both lead quality and their vendor experience, which felt impersonal and transactional.
This time, they needed an exhibit that would position fdx as its own innovative platform, attract quality leads, and deliver the kind of experience—both for attendees and their own team—that past shows had failed to provide.
The Challenge
- Create visual impact in a 10×20 inline footprint. Without the visibility advantages of an island booth, we needed to design a space that commanded attention from the aisle and drew attendees in—making fdx impossible to miss among hundreds of competing exhibits.
- Balance simplicity with sophistication. fdx's platform is data-driven and technologically sophisticated, but the booth needed to feel approachable, not overwhelming. The design had to communicate innovation while remaining clean, inviting, and easy to navigate during high-traffic moments.
- Deliver a seamless hybrid build. The exhibit required a flexible rental framing system with custom components—achieving the high-touch, premium feel fdx expected while maximizing value and versatility for future shows.
Our Approach
- Show-stopping dimensional branding. A backlit dimensional fdx logo at the center of the structure's ceiling became the exhibit's crown jewel—creating an instant visual anchor that drew eyes from across the show floor. The bold design made fdx's presence unmistakable.
- Striking gradient lighting system. We created a purple-to-orange gradient lighting scheme using bright white LED edge lights built into the structure. The sophisticated color story contrasted beautifully with the darker palette, creating an immersive, tech-forward atmosphere that reflected fdx's digital platform.
- Strategic demo and conversation zones. Two powered, halo-lit counters at the front provided accessible storage, natural conversation spaces, and additional demo opportunities while accommodating heavier foot traffic. Touchscreen monitors running fdx's platform gave attendees hands-on experience with the technology.
- Seamless hybrid execution. We integrated multiple systems—BeMatrix frames, Aluvision edge lighting, interactive sensors, custom SEG graphics, direct-printed panels, custom aluminum and acrylic fabrication, commercial-grade touchscreens, three responsive LED lighting systems, and custom wood and laminate elements—into one cohesive, inviting space that felt entirely custom.
The Result
An exhibit that dramatically transformed fdx’s trade show presence and exceeded expectations on every level.
The dimensional logo and gradient lighting stopped attendees in their tracks—throughout the show, prospects paused to photograph the booth, a clear signal of the visual impact fdx needed. More importantly, the exhibit delivered on lead quality: fdx walked away with solid lead growth and quality contacts, a marked improvement over previous shows.
The success at NRF 2025 directly influenced fdx’s decision to exhibit at Manifest for the first time, expanding their trade show strategy based on the experience Triple20 helped create.
