Red Bull came to us to create what they coined as a "The World of Red Bull Wall". Basically, it was to be a large infographic that served the purpose of trying to break down the walls of people not understanding the product / company while also showing that Red Bull is completely transparent. The final "Wall" was going to be showcased and travel to every national event that Red Bull produces -- adding ease of setup and durability to the list of top concerns. After discussing and settling upon a final size to make the graphic (as well as the frame, printing method, etc), we set about brainstorming on how to effectively achieve Red Bull's core objectives.
- Educate general consumers at our events, so they see what the whole company is about.
- Change perception that we are not mysterious about our product / company – we are transparent.
- Highlight safety record (more than 25 years, 165 countries and regulated by FDA).
- Keep it visually stimulating and easy to read so people can view quickly and don’t find it so overwhelming they don’t want to stop.
- A colorful yet simple to follow outline of Red Bull – the product and the company.
Our initial design process focused on how to break up all the content into sections that were "snack-able", as in, little tidbits of information here and there, so the viewer could bounce around the graphic and not have to read it in it's entirety from right to left and so forth. We also thought that keeping some sort of visual element related to the rhombus on the Red Bull can in the design would instantly give the graphic a sense of familiarity - same diagonal lines on the original energy drink that everyone knows and loves.
We printed the infographic on a material called Bannerlux - it stretches and has a high anti-wrinkle component that made it a perfect fit for our traveling "Wall". The Red Bull Merchandise team won't have to worry about it looking great event after event. Also, the graphic attaches to the frame via velcro, so setting it up on location is easy and fast (total time for frame and graphic setup is ~20 minutes -- and anybody can do it).
It was decided that the perfect event to debut the "The World of Red Bull Wall" was at the 2014 Soapbox Derby in Seattle, WA. It was a great day of home-team racing (for us) and watching people learn more about the company and product they love.
The "WoRB Wall" just made it's second appearance at the Red Bull Air Race in Dallas!