Commerce · 2026
NRF
A trade show presence built to be understood in the three seconds someone spends deciding whether to walk over.
NRF is where retail decides who it’s talking to that year. The design job is compression: one idea that survives a crowded floor, and enough depth behind it to hold a real conversation once someone stops.
I handled visual design for the presence — stand graphics, screen content, collateral and the campaign around it — working with Brand, Marketing and event production from early concept through what actually got built.
Scope
- BoothStructure, graphics, demo stations
- CampaignPre-show and on-site assets
- ContentScreen loops and presentations
- CollateralPrint, signage, giveaways
The constraint
Everyone is shouting. Be legible instead.
A retail show floor is wall-to-wall competition for attention. The stand was designed around one readable message at distance, with detail that only arrives once you're inside it.
The build
Designed to be fabricated.
Graphics were drawn to the real structure — panel sizes, screen bezels, lighting and traffic flow — so what shipped to the floor matched what was approved.
Around it
The booth is only part of the show.
Pre-show email and social, meeting collateral, screen content and follow-up assets all shared the same look, so conversations that started on the floor stayed recognizable afterwards.
Gallery
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