The Problem
From strategy to the show floor
Trade show environments have to hold up at a completely different scale than a digital brand guideline ever accounts for. I worked directly with outside vendors to navigate the realities of large print production, from material selection to final file handoff, always making sure the brand stayed intact whether it lived on a screen or wrapped around an entire wall.
That meant managing full production for these experiential spaces: environmental graphics like interconnected wall wraps and cohesive booth branding, custom data visualizations for interactive touch screen panels, and the workflows that connected those physical and digital elements. Behind the scenes, I handled the technical production myself, precise file setup, building print mechanicals, creating visual mockups, and advanced image upscaling to keep every graphic flawless at massive scale.
Deliverables
Booth 1: Edwards Life Sciences
For this project, we took a "deep space" sci-fi approach to medical tech. The goal was to make the booth feel like an immersive exploration of outer space rather than a standard medical trade show exhibit. I was responsible for designing and producing all the charts and technical graphics for the interactive panel display. Because the theme relied heavily on a sleek, futuristic aesthetic, the data visualizations needed to look like they belonged on a starship HUD.
I focused on clean lines and high-contrast layouts that looked sharp both from a distance and during close-up interaction, ensuring the complex medical data was readable and engaging.
Booth 2: Genentech (AAN Booth)
The challenge for the American Academy of Neurology booth was to visualize complex neuroscience in a way that was both accurate and visually striking. I took charge of the creative direction for the space, using AI generation tools to push boundaries and find new ways to visualize the human brain. I anchored the entire design around a massive, abstract AI generated brain visual, balancing the fluid shapes with strict brand color guidelines to keep the space premium and cohesive.
Beyond directing the visual concept, I was fully responsible for the hands on technical production and layout. I translated the final artwork into precise print mechanicals spanning separate wall panels.
Booth 3: Neutrogena
Working with Neutrogena required some creative brand management. The booth featured several distinct product lines, each with its own color palette and identity, but they all had to exist within one cohesive space. I managed the visual balance across the booth to ensure the transition between sub brands felt intentional.
A major technical hurdle was the production for the campaign assets featuring Jennifer Garner. To ensure the graphics remained crisp at a massive scale, I used advanced AI upscaling techniques. By rebuilding and enhancing the source artwork, I was able to maintain photographic depth and clarity, ensuring the final print looked flawless even under the harsh lighting of a convention center.
Takeaways
Looking Back
A creative concept is only as strong as its execution. These projects refined my ability to sync a vision with the nuts and bolts of trade show production. From managing vendor specs to integrating digital assets with hardware, I focus on the technical details that keep a booth polished. It is about being both the artist and the producer, making sure every panel, screen, and print functions as seamlessly as
it looks.
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