Everyone thinks of the backwall. The backwall is about a third of it.
For Road Race Canada's bike show season I built the full booth: a ten-foot backwall, a five-foot step-and-repeat, three retractable canister banners, hero posters for the T-stands, and the card set for the table.
Each of those is a different physical object with a different aspect ratio and a different viewing distance, and that changes the design every time. A canister banner is tall and narrow and gets read from four feet by someone already walking past — so it needs one headline you can catch in half a second, with the detail underneath for whoever actually stops. A backwall gets read from across the hall. A hero poster at 22 × 14 is basically a portrait.
The three banners follow that rule exactly. Super Sonic leads with The First Lap Starts Here and puts the fundamentals, the locations and the price below it. MiniSBK leads with Drag a Knee With Us and carries the full fee structure underneath. FIM MotoMini gets its own. All three put the QR code at eye level, not down by the floor where nobody will crouch for it.
The real design problem isn't any single piece. It's making all nine look like one organization when they are standing in a room together — same red, same type, same logo lockups — while each one is still correct for its own format and its own distance.
Large format is unforgiving in one specific way: you get the fabricator's template, you work inside their bleed and their safe area, and then it goes to print. There is no second try.