A BOOTH
THAT COULDN'T
BE IGNORED
My Vision
With only 40 days’ notice to prepare for our first national expo appearance, I approached the moment as a strategic brand opportunity. My objective was clear: create a presence that immediately communicated scale, credibility, and trust. By intentionally showcasing work across multiple departments—emergency response, public safety, municipal, fleet, and specialty units—the booth was designed to tell a unified story of capability and consistency. Every element worked together to ensure that anyone who engaged with our space understood not just what we do, but why organizations across diverse sectors trust us to represent their brand.
Week 1: Strategy & Planning
I established the strategic foundation by defining the booth’s marketing objective, audience flow, and core brand message, while designing a modular layout that could flex across different booth sizes, heights, and future events. Operating without a predefined budget, I applied a cost-effective, ROI-driven approach—leveraging my understanding of the company and ownership priorities to make disciplined decisions that maximized long-term value. Every element was planned not just for immediate impact, but for reusability, scalability, and sustained return across multiple expos and marketing initiatives.
Week 2: Creative Direction & Asset Development
I led the creative direction for the booth experience with a focus on high-impact visibility while maintaining strict cost discipline. To maximize attention and showcase the full scope of our work, I developed a TV wall concept designed to stop traffic on the show floor. I researched and sourced budget-friendly solutions to make the installation viable, with particular attention to minimizing screen bevels to preserve visual continuity and avoid distracting from the content. In parallel, I designed scalable motion content and supporting print materials, including flyers, and curated approved assets across multiple departments—ensuring a cohesive, premium brand experience without premium spend.
Week 3: Production, Technical Execution & Risk Management
With concepts approved, I transitioned into full production—finalizing print files, managing vendor communication, and overseeing quality control to ensure brand accuracy and consistency. As the TVs were delivered, I engineered the TV wall execution by creating precise layout guidelines to prevent content overlap across screens. To stay within budget, I implemented a single HDMI splitter (1-in, 9-out) and designed one unified video composition that visually functioned as nine independent displays. This approach reduced hardware costs, simplified setup, and mitigated technical risk while maintaining a seamless, high-impact visual experience.
The entire video was played on a 12 minute loop with just over 1,600 pictures, videos, and ads with an off setting rotation. No matter when you're standing there and how long you're watching you would always see something new as I made sure there was NO repeat content/projects.
Week 4: Assembly, Testing & Optimization
I focused on assembling the booth elements, testing layout flow, and refining the visual hierarchy to ensure maximum impact on the show floor. Final adjustments were made based on sightlines, traffic flow, and messaging clarity to optimize engagement.
Week 5: Pre-Show Readiness & Launch
In the final week leading up to the show, I led end-to-end launch readiness by coordinating logistics, confirming all shipments, and aligning the team for seamless on-site execution. What was accomplished in just 40 days resulted in a polished, high-impact booth that exceeded expectations for a first national expo. The final experience clearly communicated brand scale, credibility, and cross-department capability—positioning the company as a trusted partner to a national audience and setting a new standard for future events.
Final Look at Expo
