The Challenge
Hired as Art Director at ALCO Designs, I faced an urgent challenge: develop a complete brand system for the company’s trade show presence in just 8 weeks.
Working with only the existing logo, I built the visual identity from the ground up, creating a cohesive design language that would work across both physical and digital channels. The previous yeas’ trade shows suffered from inconsistent and out of date branding and poor booth presence. The rebrand needed to establish ALCO Designs as a professional industry leader while driving pre-trade show engagement and booth traffic.
8 weeks. Complete brand system. First trade show as Art Director.
Strategy & Approach
My solution focused on three core principles: clarity, cohesion, and impact.
I stripped away visual clutter to let ALCO's brand speak clearly. By developing a unified design system—from color palette to typography to graphic elements—I created consistency across every touchpoint. Bold graphics, strategic use of white space, and improved wayfinding ensured the booth commanded attention on a crowded show floor.
The design wasn't just about aesthetics—it was about creating an environment that invited engagement, communicated professionalism, and made ALCO memorable long after attendees left the booth.
Brand Systems Development
These core elements were developed for the short rebrand and used for the booth and marketing materials and became the foundation for all following physical and digital application.
