Every brand wants its moment to feel special. But making that happen takes more than good décor and a Pinterest board. It takes listening, collaborating, adjusting, and staying intentional at every step. That's exactly what we aimed for with our recent project for Breet, the headline sponsor of Africa Technology Expo 2025
Here's a behind-the-scenes look at how it all came together including the ideas, the pivots, and the little decisions that made a big difference.
Starting With the Right Questions
When we first reached out to Breet, they mentioned wanting to make their activation feel extra cool and different, not just another setup. That line shaped everything that came next.
We knew we had to bring something different, not just because they were the headline sponsor for ATE 2025, but also because we had worked with them last year, and we wanted to beat our own record of creating intuitive activations.
We understood that they wanted something fresh, engaging, and true to who they are. So we pitched a few elevated ideas:
• A mirror booth
• A snack corner upgrade with cookies and popcorn, well packaged
• Cue cards to get people talking
• Extra storage built into the layout. It was all about keeping things cool and considered.
Co-Creation Over Assumption
After reviewing the proposal, Breet gave their feedback. They loved the photobooth, the upgraded snacks, and the extra storage. So we built the entire action around those key ideas.
Next came the design phase. We didn't go off and build in silence. We walked through every design direction with their team, offering guidance on how to make the space feel branded while keeping it functional for both guests and staff.
There were a few rounds of feedback, layout adjustments, and collaborative tweaks until the setup felt just right for everyone.
Once the design was clear, we moved into costing. Like every project, we made some additions and deductions to help the final plan align with their budget without sacrificing the essence of the concept. It's one thing to have a beautiful idea, but it also has to make practical sense. That balance is something we hold onto with every client.
The Chaos You Don't See (But We Plan For)
No project is ever completely smooth. Sometimes props arrive late. Sometimes new ideas come in during setup. Sometimes layouts change overnight. In this case, we had a problem with the vendor we reached out to for the mascot.
Breet wanted a mascot in their branded colors, so we contacted a vendor who we knew could deliver. Unfortunately, the timeline was tight. After making payments for design, materials, and express delivery, we found out just five days before the deadline that the vendor hadn’t secured the materials or started the design. Despite our attempts to reach her, communication was poor, raising red flags. When she finally responded, we didn't feel confident about meeting the deadline, so we requested a refund. We informed Breet promptly and apologized for the inconvenience.
What matters most is that the intention never gets lost. With Breet, we stayed in sync all the way. Every update was shared, every tweak was agreed on. So when setup day came, we weren't figuring things out last minute. We were building with clarity, not scrambling to fix things. The end result was a branded experience that felt effortless to guests but deeply thoughtful behind the scenes.
From Deck to Done
To be honest, this is the kind of work we love. Not just designing beautiful spaces, but building memorable, functional experiences that reflect who our clients are and what their audience should feel. The Àșęway is about care, not just creativity. Let’s build something creatively together. Log on to www.asestudio.org or send a DM to get started.