The brief: The business unit needs a new trade show loop for the upcoming year.

The annual trade show calendar consumes a seemingly outsize percentage of the Marketing’s time and resources. The preparation is thankless, visibility is low because such a small percentage of the company attends even one trade event each year, and the materials produced often don’t ‘translate’ well to leveraged use elsewhere.

I considered the annual loop a great way to showcase the prior year’s creative output; leverage the content, wrapped in event specific cladding in the loop.