THE LAB - multimarket B2B engagement

project snapshot

  • client

    Tricel Environment Division - Ireland, France, UK

  • users

    B2B Building Contractors

  • my role

    Design Lead, Tricel. Collaborated closely with project manager leading the 3D modelling outsource. Owned branding and video production end-to-end, direct stakeholder collaboration across Ireland, UK and France, handed off to external dev team.

  • outcome

    Designed immersive virtual exhibition with humanised engagement and strategic lead capture → 180 leads generated, 2x organic FB engagement

the challenge

Tricel Environment provides wastewater treatment solutions for homeowners and building contractors, operating across Ireland, the UK, and France. Trade shows had historically been central to the division’s B2B strategy — the Great Yorkshire Show attracted approximately 60 trade visits over three days, while the Carrefour des Gestions Locales de l’Eau (CGLE) in Rennes drew around 50 direct stand visits across two days.

When the pandemic cancelled all in-person events after January 2020, this removed Tricel’s primary B2B channel overnight.

Key challenges:

  • Loss of face-to-face interaction made brand visibility and engagement across three markets significantly more difficult

  • All activity needed to be delivered and managed remotely and asynchronously across teams in Ireland, the UK, and France

social distancing

face to face engagement impossible

3 markets

Ireland, UK & France impacted

my design strategy

Strategy

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

Key decisions

  • Human-centred content design
    Created video kiosks featuring real Tricel staff to build authenticity and trust — particularly important for trade audiences evaluating technical products remotely

  • User tracking via virtual login
    Introduced a simple email login to replicate event check-ins, enabling lead capture and content performance tracking across regions

  • Scalable, multi-market design
    Built all assets modularly and localisation-ready, ensuring efficient rollout across Irish, UK, and French markets with minimal rework

  • Adaptive remote production workflow
    Recorded voiceovers via Zoom and paired them with animated visuals in After Effects, maintaining quality within a fully remote setup

  • Pre-launch engagement strategy
    Designed Facebook teaser video ads to generate regional awareness and drive traffic ahead of each market launch

Execution

  • Motion-enhanced storytelling
    Used branded animation and motion design to make complex product details more digestible within the 3D environment

  • On-brand interface elements
    Styled signage, overlays, and kiosk UI elements to maintain consistency with Tricel’s brand identity throughout

human connection

Video kiosks with real Tricel staff

lead capture

Email login to track engagement and generate leads

results

Enabled a dynamic, multi-touch campaign
Shifted from static Facebook posts to short, animated teaser videos, generating anticipation and driving traffic ahead of each regional launch. This reached approximately 25% of the existing audience (~1,200 views from 4,800 followers) with a 4.2% engagement rate — nearly double the B2B video benchmark of 2.4%.

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

Extended lifecycle beyond event use
The virtual environment continues to support training and onboarding, providing ongoing internal value.

Introduced user-level insights
Email login enabled user tracking, generating approximately 160 qualified leads across France and the UK and providing engagement data not available through physical trade shows.

180 leads

2x FB engagement

reflection

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

Working across three markets with different languages and expectations required a modular, scalable approach from the outset. Balancing cross-team collaboration, agency handoff, and asynchronous production strengthened my ability to lead with clarity and flexibility.

next case study: streamlined shopping