Space Design
Exhibition Booth Design
Overview:
Rightel, the third-largest mobile operator , used its presence at the 2014 Telecommunications Fair to establish itself as an innovative competitor in the industry. Entering a market dominated by MCI and MTN, Rightel’s booth was designed to showcase the brand’s unique position as the first provider to launch 3G services in the country. Spanning 500 square meters, the booth was crafted to create a seamless visitor experience, with each space—product showcases, CRM stations, meeting rooms, and PR areas—optimized based on departmental needs, user requirements, and the company’s goals. This customer-centered approach underscored Rightel's dedication to enhancing the visitor journey and maximizing engagement within the limited timeframe of the fair.
Design Aligned with Brand Identity
In designing the booth, Rightel incorporated premium materials like Neopan, MDF, aluminum, toughened glass, and LED-SMD lighting to create a visually striking and modern environment. The colors, forms, and lighting were carefully chosen to align with Rightel’s brand guidelines, conveying a sense of smartness, technological advancement, and innovation. Each element of the booth was meticulously designed to showcase Rightel’s commitment to high-quality communication solutions, setting the brand apart from its larger, older competitors. By combining aesthetic appeal with functionality, Rightel created an inviting yet professional atmosphere that not only highlighted its technological offerings but also reinforced its brand identity as a forward-thinking telecom provider.
Customer Journey through Design Thinking:
Rightel’s booth design focused on enhancing the customer journey by applying design thinking principles, problem-solving strategies, and idea generation. Each area was tailored to accommodate the flow and needs of visitors, ensuring a smooth and engaging experience. The booth’s layout was crafted with visitor capacity and time limitations in mind, creating an environment where visitors could easily navigate and access information about Rightel’s services. This strategic design approach allowed Rightel to effectively capture the attention of fair attendees, asserting its presence as an innovative brand in Iran’s competitive telecommunications landscape.
Booth Construction Phase
Booth Ready for Visitors
Service Centers
Overview
Rightel extended its design strategy from fairs into a nationwide network of service centers, many of which operated under a franchising model. These branches were more than sales and support points; they acted as brand ambassadors in cities across the country. To ensure scalability and brand consistency, the service centers were developed with standardized design guidelines, making it easy for franchisees to replicate the same environment and quality of service. This approach allowed Rightel to expand quickly while maintaining a cohesive and recognizable customer experience.
Design Aligned with Brand Identity
The service centers were developed directly from Rightel’s brand guidelines, ensuring that every location — whether company-owned or franchised—reflected a unified identity. Core elements such as color, form, signage, furniture, and material finishes were standardized into franchisable design packages, making rollout consistent across branches. At the same time, the system allowed for localized adaptation where necessary, ensuring flexibility for different floor plans and city contexts without compromising the overall brand experience. This balance between standardization and scalability enabled Rightel to expand its network rapidly while safeguarding brand integrity nationwide.
Customer Journey through Design Thinking
Rightel’s service centers were shaped around a replicable customer journey, making them easy to roll out across both company-owned and franchised branches. The layout combined reception desks, waiting zones, consultation stations, and product stands in a clear sequence, guiding visitors smoothly through the space. A VIP area for corporate clients and standardized staff desks with integrated tools ensured operational efficiency alongside customer comfort. By merging design thinking with franchising principles, the model created a scalable and consistent experience, ensuring that whether in the capital city or regional cities, customers encountered the same level of clarity, service, and brand engagement.
Brand Lead / Design Lead / Concept Ideator / Space planner / Visual Merchandiser
Service Center - 1th Branch - Rightel’s main headquarters building
2015 - 2017