Tokyo Electron (TEL) is one of the world’s largest manufacturers of machines that make computer chips, digital displays, and related products.
CD Austin’s owner, Codie Smith, was TEL’s senior graphic designer in the US from 1999-2007 — the year Codie began CD Austin as his full-time employment. He continued supporting TEL’s marketing efforts as a design contractor through 2013.
Working with counterparts in Asia and Europe, the TEL Marketing Communications team was, and still is, a world-class creative firm. They produced materials in-house that competitors spent millions hiring out to agencies. With Codie’s help, marketing materials were published in 16 different global technology markets and in five languages.
Some of Codie’s favorite projects at TEL were the trade shows. Art, architecture, and technology all come together to create a unique user and customer experience. Here is a small peek at the exhibit work produced during Codie’s tenure at TEL.
Codie and the TEL MarCom team originated the concept behind each year’s theme. They produced award-winning print and online ads to introduce the theme each year. For the shows, Codie worked with architects to design the physical structure. He personally designed or art directed all the graphics on the walls. And in most cases, he designed all the invitations, emails, videos, wayfinding, and on-screen presentations in the booth spaces.