Challenge
IPW is U.S. Travel's flagship event – yet historically, the U.S. Travel brand and story had little presence on the tradeshow floor. This year, the organization set to change that. The "Hub" became an opportunity to clearly show who U.S. Travel is, what we've accomplished, and why membership matters – while creating a distinctive presence at an event filled with best-in-class destination marketing. And we had one week to bring the creative direction to life.
Approach
I turned a complex mix of advocacy, membership and industry content into an experience that felt more like an interactive museum than a traditional trade show booth. Instead of competing with destination photography, I made typography, scale, color, data and bold statements the visual language. The result was clean, graphic and confident, making U.S. Travel's work the experience itself.
Result
The Hub became an unexpected standout on the IPW show floor. Attendees stopped, took photos and shared the space on social media, while members were excited to see their organizations represented. Most importantly, the experience turned attention into action, with two new memberships directly resulting from the member wall.