The Fuji booth is breathtaking. It’s enormous size;
bright lights and unique content give this booth an excellent
starting off point. This year Fuji wanted to update the
look. It was their feeling that the big gray boxes used
in the past were no longer necessary and the new direction
was going to be large reproductions of abstracted x-rays.
In redesigning the light box covers and graphics I needed
to acknowledge that the grandeur of this booth lies mostly
in the sharp angles and rectangles of its architecture.
I felt that in order to keep the look I needed to assimilate
some of that boxiness into the graphics.
