Trade Show Experiences
Bringing Brands to Life Beyond the Screen
2022 - 2024
ROLE
Art Manager of Design
DISCIPLINES
Experiential Design · Creative Direction · Environmental Graphics · Production
Designing Beyond the Screen
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Trade show environments present a unique creative challenge: translating a brand's visual identity into a physical space that captures attention, communicates its story and invites engagement.​
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During my time at The Lumistella Company, I contributed to the development of branded experiences for industry events, including Licensing Expo and New York Toy Fair. These projects brought together environmental graphics, dimensional displays and large-scale installations designed to extend the brand experience beyond traditional media.
From Floor Plan
to Experience
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Creating an effective trade show environment requires considering how every visual element works within the space.​
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Working from booth dimensions and event requirements, I developed environmental graphics, display concepts and large-format artwork designed to complement the overall booth experience.
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My contributions included exterior booth graphics, oversized signage, dimensional character elements and display treatments that helped establish a cohesive visual presence across the environment.
Creative Direction in Action
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These projects required close collaboration between internal creative teams, marketing stakeholders and production vendors.​
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As Art Manager of Design, I helped guide creative development, coordinated assignments within a three-person design team and reviewed artwork as concepts progressed toward production.
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Beyond the creative work itself, I collaborated with production partners to address specifications, dimensions and installation requirements, helping ensure the designs translated effectively from digital files into physical environments.
Built to Be Experienced
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The completed environments brought together multiple creative disciplines, from large-format printed graphics to dimensional installations and digital displays.​
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At New York Toy Fair 2024, my work included artwork for a 90-foot banner installed within the exhibition space. For West Costa, I also developed original artwork displayed on a separate 90-foot hanging digital screen.
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​Together with the Licensing Expo installations, these projects demonstrate how thoughtful environmental design can bring brand storytelling into spaces audiences experience firsthand.
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