Giottos Exhibition / POS / Packaging
Client
Giottos
Country
United Kingdom
Disciplines
Exhibition Design
Packaging
Point of Sale
Sector
Retail
Giottos is a globally recognised photography brand specialising in professional tripods, camera-support systems and related accessories. Known for quality, innovation and performance, its products are designed to support photographers in the studio and on location, with a strong commitment to both engineering excellence and responsible manufacturing.
The brief
Giottos asked BakerWilcox to design and produce a coordinated range of exhibition graphics, point-of-sale materials and packaging for its tripod and camera-support ranges. The work included exhibition environments, in-store displays and packaging systems for a number of distinct product families.
We have been working with Baker Wilcox since 2005 and during that time they have helped us achieve a number of successes. It doesn’t matter what comes their way they come up with effective solutions to support our marketing activity.
Loraine MorganDayMen International
The execution
We extended the wider Giottos visual identity into a broad range of physical applications, creating a consistent brand presence across exhibitions, retail environments and product packaging. Each element needed to communicate technical quality clearly while helping individual ranges stand apart within a large and varied portfolio.
For exhibitions, we developed large-format graphics and branded environments designed to attract attention across busy halls and guide visitors towards key products and demonstrations. The positioning of the stand, likely visitor approaches and natural movement through the space informed the hierarchy and placement of messaging, ensuring the environment worked as both a brand showcase and a practical commercial space.
Packaging was developed across several tripod families, including Vitruvian, Air, At One, Silhouette, Action and GT Series. Each range was given its own visual character through colour, typography and imagery, while a consistent structural system ensured that every box remained recognisably Giottos.
The packaging also needed to work hard functionally, protecting products in transit, presenting essential specifications clearly and creating impact on shelf. Carefully organised information panels, product photography and range-specific graphics helped customers compare models quickly without losing the premium, technical character of the brand.
Packaging, point of sale and exhibition design each ask the brand to perform in a different way. The challenge with Giottos was to create enough distinction between the individual product ranges while ensuring that every application still felt part of one coherent family. Done well, that consistency builds recognition long before the customer studies the detail.
KELLY WILCOX
Point-of-sale materials were created to support product discovery in retail settings, using clear hierarchies, strong product imagery and concise technical messaging. The displays helped customers understand the differences between ranges and identify the most suitable support system at the moment of purchase.
The result was a cohesive physical brand system that carried Giottos confidently from the exhibition hall to the retail floor and into the customer’s hands.