To compensate for the lack of physical trade shows, it was decided to create a virtual exhibition space. Partnering with an internal project manager - who commissioned an external agency to build the 3D environment and interactive AR product models - I led the design direction for the division.

• Created developer-ready assets including logos, videos, and virtual signage to populate the 3D frame while maintaining brand consistency

• Delivered full design documentation to support smooth implementation by the external agency

• Collaborated with stakeholders to gather feedback and align on final designs

• Designed teaser Facebook ads to promote the virtual space pre-launch

Tricel Environment provides wastewater treatment solutions for both homeowners (B2C) and building contractors (B2B), operating across Ireland, the UK, and France.

Trade shows have historically played a key role in the division’s B2B marketing strategy. In 2019, Tricel exhibited at the Great Yorkshire Show in the UK, attracting approximately 60 trade visits over three days, within a wider audience of 34,000 construction professionals.

In France, a core event is the Carrefour des Gestions Locales de l’Eau (CGLE), held annually in Rennes. At the 2020 edition, which drew around 13,700 attendees, the Tricel stand received approximately 50 direct visits across two days.

When the pandemic forced the cancellation of all in-person events post January 2020, it posed a major disruption to traditional B2B outreach.

Key pain points:

• Loss of face-to-face interaction made brand visibility and engagement more challenging

• Need to deliver and manage all activity remotely and asynchronously across teams and markets

UX strategy:
To replicate the trust and connection of in-person trade shows, I focused on humanising the virtual experience and designing scalable content for multi-market rollout.

Key UX decisions:

Human-centred content design
Created video kiosks featuring real Tricel staff to bring authenticity and build trust - especially important for trade audiences evaluating technical products.

User tracking via virtual login
Introduced a simple email login to replicate event check-ins and capture user data - enabling us to measure engagement, assess content performance, and generate leads across regions.

Adaptive workflows for remote production
Recorded voiceovers remotely via Zoom and paired them with animated visuals in After Effects - maintaining quality and continuity in a fully remote setup.

Scalable design for multi-market rollout
Built all assets to be modular and localisation-ready, ensuring fast adaptation across Irish, UK, and French markets with minimal rework.

Pre-launch engagement strategy
Designed teaser video ads for Facebook to generate awareness and drive regional traffic ahead of launch.

Supporting UI execution:

Motion-enhanced storytelling
Used branded animation and motion design to make complex product details more digestible and visually engaging within the 3D space.

On-brand interface elements
Styled signage, overlays, and kiosk UIs to reflect Tricel’s brand identity - creating a cohesive and professional experience throughout the environment.

Enabled a dynamic, multi-touch campaign
Shifted away from static Facebook posts toward short, animated organic teaser videos - generating anticipation and driving traffic ahead of each regional launch. We organically reached ~25% of our 4,800 followers (~1,200 views) with an engagement rate of 4.2% - nearly 2x higher than B2B video benchmark of 2.4%. 

Created a reusable, scalable asset
The modular design allowed The LAB to be easily adapted for the UK and French markets, extending its value beyond the original Irish release.

Extended lifecycle beyond event use
The virtual space continues to serve as a training and onboarding tool, delivering long-term internal value.

Introduced user-level insights
Email login enabled user tracking (~160 qualified leads for France and UK), providing engagement data and lead generation opportunities not possible at physical trade shows.

This project pushed me to reimagine traditional B2B engagement in a fully remote, post-pandemic landscape. It reinforced the importance of designing not just for functionality, but for connection - especially when replacing a format as tactile and personal as a trade show.

Working across three markets with different languages and expectations required me to think modularly and design for scalability from day one. Balancing cross-team collaboration, agency handoff, and asynchronous production taught me how to lead with clarity and flexibility.

Audio credit for video © TOKYO MACHINE - CHEAT CODES