The Problem

The semiannual career fair at a New Hampshire state university took place in the hockey arena, with booths set up on the covered ice rink and the concourse above. Booth assignments were initially based on a first-come, first-served basis, unless an employer opted for a sponsorship. Early registrants often chose the coveted ice rink locations, leaving late registrants on the concourse. This presented a challenge as students entering the arena would bypass concourse booths, resulting in a significant financial investment going unnoticed. Employers on the concourse paid an average of $400 per booth, making being overlooked during the event a costly concern.

The Solution

Arranging employers alphabetically by name in a sequential order and strategically blocking access to the ice rink via all stairwells, except for five designated ones on the opposite venue side. This intentional redirection compels students to navigate the entire concourse, ensuring interaction with employers before reaching the ice rink.

The Designer’s Role

The designer was tasked with devising strategies to attract students' attention and draw them towards the employers situated on the concourse.