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CIFF Shanghai, China
Indoor & Outdoor Signage

Ashley Furniture Industries


Ashley Furniture Industries is the #1 Furniture Manufacturer in the World, and the #1 furniture retailer in North America. There are now more than 600 Ashley HomeStore’s and 15 manufacturing and distribution facilities across the globe. Their products are sold by more than 6000 retail partners with over 20,000 storefronts in 123 countries and their manufacturing and distribution facilities cover more than 13,000,000 ft2.
Ashley joins the China International Furniture Fair, famous as CIFF, which takes place semi-annually in Guangzhou, and Shanghai. With the successful experience of past 38 sessions, CIFF has been well accepted as the Weatherglass of China’s Furniture Industry, Asia’s Furniture Sourcing Center and the #1 Platform for the World Class. In 2016 - the 38th China International Furniture Fair (Shanghai) is to be staged at the National Exhibition and Convention Center (Shanghai) (NECC), China during the 7th-10th of September with the exhibition scale of 400,000㎡. The annual exhibition scale will reach 1,150,000㎡ with the participation of over 5,000 quality exhibitors and 250,000 professional buyers from about 200 countries and regions.



Every 3-4 months, I was privileged to be tasked with the entire design materials needed for their marketing campaign of over $250,000 net worth. From the outdoor to indoor signage, to magazine ads, eblast and more. Here I will be covering the major outdoor and indoor signage created for the beautiful National Exhibition and Convention Center in the picture above, staged in Shanghai.

As a designer, I was taught and always strongly believed that the concept is the most important element of the principles of design, therefore, each graphic is first created with the pencil before putting it to pixels. I then present it to the creative team and send it for approval to the president of international.

Indoor & Outdoor Signage

The indoor and outdoor signage consists of wall murals and billboards that go around the entire booth and throughout the Convention Center in which Ashley showcases itself to the hundreds of potential clients and traffic flowing by.

The main concept here is to bring something different to the more typical look and feel of Ashley by using a bit more of an industrial, grungy look, meanwhile maintaining the classy and elegant look that it more commonly displays. Bringing more attention to the product by taking away the color of the background graphics, containing the product with a border in it’s brand centric hue of orange all consistently throughout the entire campaign. Each background graphically relates to the verbiage, cohesively conveying its intended message.