Developing a large-scale experiential branding system for one of the pet industry’s leading international trade events.

context

Global Pet Expo 2019 was a large-scale industry event held in Orlando, Florida, requiring a fully integrated visual campaign spanning branding, environmental design, event navigation and marketing collateral across the convention experience.

I led the creative direction, campaign development and production coordination for the project, overseeing rollout of the visual identity across both digital and physical applications. The work included event branding, large-format environmental graphics, wayfinding systems, convention floor applications, marketing materials and illustrative assets designed to create a cohesive visitor experience throughout the venue.

Unlike much of my commercially focused identity work, the project intentionally leaned into a more playful and illustrative visual style while maintaining consistency and usability across a highly complex event environment. Navigation and accessibility remained a major consideration throughout, ensuring the system functioned effectively across large-scale attendee movement and exhibition spaces.

The project received a Gold Davey Award for Integrated Campaign & Branding, recognising the scale and consistency of execution across the wider event ecosystem.

focus

Experiential Branding / Environmental Design/ Campaign Systems/ Production Coordination/ Event Navigation

outcomes

  • Delivered a fully integrated branding system across the event environment
  • Developed large-scale wayfinding and navigation systems supporting attendee experience
  • Led creative direction and rollout across multiple physical and digital applications
  • Coordinated production across environmental, print, and marketing deliverables
  • Awarded Gold at the Davey Awards for Integrated Campaign & Branding
  • Created an illustrative visual direction designed to stand apart from traditional trade event branding