Tamera Lawrence has always loved circles.
“Circles resonate with me; they’re never-ending,” said Lawrence, a Santa Monica, CA-based graphic designer and the self-described “ringmaster” of Mobile Whimsy™ Greeting Cards. Each card in the contemporary Mobile Whimsy line features a mini mobile comprised of three circles vertically placed and decorated with witty wordplay depicted on one side with graphics and printed on the other side with words. In Mobile Whimsy-speak, a message of affection reads “Eye Heart Ewe” and is visually depicted with corresponding graphics.
Introduced in January 2012, Lawrence’s hand-assembled greeting card line officially was launched at the 2012 National Stationery Show held May 20-23, 2012, at the Javits Center in New York, where Mobile Whimsy was named a finalist in the show’s “Best New Product” competition.
Remaining true to her mobile-infused brand, Lawrence self-designed her 8-foot by 10-foot trade show booth with white cut-out circular frame displays of Mobile Whimsy cards and easy-to-install colorful striped walls – all created with lightweight-yet-durable ½-inch thick Gatorfoam graphic display board by 3A Composites USA in the Bright White color and 48-by-96-inch sheet size.
Still new to the market, the Mobile Whimsy line featured only 30 card selections when it was displayed at the 2012 National Stationery Show.
“In order to look like a substantial collection, I needed an innovative display; so, I chose circles and bold-colored stripes to make us stand out,” said Lawrence, who also needed the booth to be lightweight so that she and a friend could handle show setup.
“I knew we would be challenged to put up shelving,” said Lawrence. “I wanted the display to be creative yet lightweight. Using Gatorfoam to create round shapes for displaying the cards highlighted my brand’s theme. It was consistent with the whole circle idea. Gatorfoam is a sturdy material that’s easy to handle.”
Lawrence designed her booth with Adobe Illustrator CS5 software and turned to New York-based Coloredge for fabrication. Employees at Coloredge printed bold stripes in Lawrence’s signature contemporary greeting card palette of red orange, jade, warm gray and yellow hues on inkjet paper with an HP Series inkjet printer, according to Dorothy Cherbavaz, Coloredge inside sales manager, who said the prints were mounted to ½-inch Gatorfoam with pressure-sensitive adhesive sheets. The white ½-inch Gatorfoam frame rings, signage and large hanging mobile were cut with a Zund digital die-cutter by Comp24, a division of Coloredge, in Los Angeles.
“Gatorfoam is rigid; we didn’t want any bowing,” said Cherbavaz. “Gatorfoam was also cost-effective and lightweight. That made it no chore to move booth pieces, which Tamera had to do herself.”
Added Lawrence: “I knew that I wanted a hard wall for my first booth display. It aligned with the contemporary feel of my card line. I also wanted vibrant color and pattern and learned that Gatorfoam could meet my demands. And, last but not least, I wanted a substrate that I could reuse and that would stand the test of being transported to and from storage in Washington, DC.”
The trade show booth walls were attached to a metal pipe framing system with Velcro brand fasteners. And, the Gatorfoam circular displays were attached to the walls with 3M Command poster strips.