agency work
MSMI helped produce one-of-a-kind trade show exhibit environments and engaging brand experiences for top 100 US corporations including Johnson & Johnson, ServiceNow, Cisco Systems, Ferrero, DocuSign, and others.
I worked closely with teams of project managers, exhibit designers, engineers, production staff, and warehousing coordinators on 50+ booths per year. Floorplan sizes ranged from the large island booths 150ft x 200ft to smaller inline booths 10ft x 20ft and under. All images shown below are courtesy of MSM.
AAD 2018
AAD 2018
AAD 2019
CaseWare
Fannie May
ThoughtSpot 2019
TSE 2019
AWG 2019
NACS 2018
HRTech 2019
Black Hat 2018
Pink Elephant 2020
Booth Graphics
Final produced graphics included:
- Large format printed hard panel murals
- Fabric lightbox walls
- Vinyl overlays
- Dimensional logos and lettering
- Pierce-cut backlit logos
- Hanging signs and banners
- Retractable Banner Stands
I was the primary graphic designer for the USA field marketing events ServiceNow attended. The creative deliverables for these events included:
- Turnkey booth graphics
- Banner stands
- Sales flyers for print and email attachments
- Theater schedules for print and on-screen display
- Presentation decks
- Static digital ads for social media and website sponsorship pages
- Various literature pieces to support in-booth marketing efforts
Escape Room Activation
For CiscoLive in 2019, MSM built a dual escape room activation in their main campus showcase. Each room had four computer station “challenges” teams had to beat. After beating the digital challenge they were shown a quarter of the final password to escape the room. However, to play the computer challenges the team first had to figure out what the log-in password was for each computer station. These passwords were “hidden in plain sight” in the rooms.
I was part of the MSM brain trust for the physical challenges in each room. They had to be simple enough to find and figure out in a few minutes to get the computer password from. Teams that participated in the escape room only had 15 minutes to do so. Each physical challenge also had to loosely tie into the digital experience and aesthetically fit the theme of the rooms; the white room was the “campus office of 2119” and the black room was the “satellite office of 2119”. I designed the graphics for the physical challenges in both rooms.
Maximum Impact
For MSM’s booth in the ExhibitorLive 2018 show, we decided to gamify the visitor experience by creating a custom virtual board game focused on the trade show business. After a few brainstorming sessions, the name “Maximum Impact” was chosen to be the name of this experience. The marketing department turned to creative for a flashy logo to support this engagement. They choose my logo to pursue with minor modifications.
I also designed the physical pieces that were needed to play the game. The cards were printed double-sided on rigid poster board material and the token was surface printed on .25 inch milk Plexi with polished edges.
Wegmans Recognition Wall at Strong
Over the summer of 2018, I helped produce a 100ft+ permanent installation exhibit for the Golisano Children’s Center at Strong hospital in Rochester, NY. MSM was in charge of the fabrication of this five-layer multi-dimensional mural that was enclosed in a custom made display case that matched the facade of the hospital interior. This was one of the longest projects I’ve ever worked on. It included dozens of planning meetings, the build-out of multiple prototypes, and many production documentation layouts I was in charge of making. My role was as a production designer for this project.
The artwork was made by ArtHouse Design.
Internal Projects
On several occasions, I helped support internal MSM marketing efforts by creating logos, print ads, flyers, and custom holiday mailers.