Opportunity
As a company that addresses fundamental challenges in research, electronics, natural resources and life sciences, FEI needed to tell their story in a profound way. Beyond the trade show booth created for Microscopy and Microanalysis, they hoped for an enduring way to convey the importance of their work.

Development
Downstream provided FEI with a trade-show booth that went far beyond the expected product information and branding. The exhibit invited the participation of scientists, and elevated their efforts by making customer-captured images the focus of the FEI electron microscope booth. This was a real shift for the industry: both visually and conceptually. Downstream shifted the brand dialog from “here’s what our products do” to “here’s the great things that people are doing with our products.”

Solution

The main component of the booth was a library of images captured with FEI technology. Participants were invited to choose cards from a wall of images. A custom iPad application revealed the image source through watermarking technology, and featured a game that allowed the audience to put their microanalysis skills to the test by identifying the content of the images, the magnification level, and the device.