Alex Becker
Senior Exhibit/Graphic Designer (who also wears many other 'hats') — Cincinnati, OH
This is the third version of Desma's 20x30 concept. Due to their shrinking budget, many custom elements such as the wood flooring and curved framework were shelved in favor of cost cutting alternatives (straight frame extrusions and gray carpeting. When the final concept was presented, much of the allure of the original concepts was gone and the customer noticed it. After explaining that a reduction of their budget ($80,000 to $30,000) was the reason for the changes, the customer decided that this was not what they were looking for and cancelled the show. Lesson to be learned from this? ALWAYS talk to the decision maker when it comes time to talk money.
