Printed with thermochromic ink, our CarbonCool® tradeshow invitations delivered an unexpected interactive element. When touched, the ink changed color based on the holder’s body heat—educating recipients on the technology of our exciting new phase-change product. The three-step unfolding experience also unveiled our showroom features and promotions while building excitement with calculated precision. We deliberately excluded images of the product to create a sense of mystery and suspense. The product identity was designed with science and technology in mind. Anticipating one of the busiest, most unique showrooms at the Las Vegas Market, Malouf created invitations that promise an elevated experience. The CarbonCool® pillow introduced a proprietary application of technology that is entirely new and innovative. Layers of microencapsulated phase change material and graphite-infused memory foam work together to continuously regulate body temperature between 87 and 91 degrees—the ideal sleep temperature zone.