Create + Clean Expo
Reenergizing a legacy brand
The Vacuum & Sewing Dealers Trade Association (VDTA/SDTA) is dedicated to propelling the success of the sewing and vacuum industry. Founded over 40 years ago to serve independent vacuum dealers, the association later expanded to include sewing professionals and retailers across North America. With a long-standing legacy in the industry, VDTA/SDTA served as a hub for education, connection, and annual trade events that brought together brands, dealers, and makers from across the country.
CASE STUDY: CREATE AND CLEAN EXPO
SERVICE: ENVIROMENTAL GRAPHICS
YEAR: 2023
Approach
When I was brought in by the Vacuum & Sewing Dealers Trade Association, the organization was in a period of decline — its visual identity was outdated, its trade shows were struggling to inspire attendance, and the overall brand lacked energy. I worked closely with leadership over the course of three years to support their flagship annual event in Las Vegas, hosted at the Paris Hotel. From the start, the need for revitalization was clear. The association’s materials were bold in the wrong ways — flat, generic, and dated. I knew the brand needed to evolve dramatically to re-engage longtime members and attract a new generation of attendees. My goal was to breathe life into the brand through strategic design: cleaner structure, vibrant color, and elevated visuals that reflected the craftsmanship and creativity of the industry itself.
Solution
Over the course of three consecutive trade shows, I developed a refreshed visual identity system that carried across every touchpoint of the event — from show logos and signage to programming guides, floor plans, lanyards, and web graphics. Each year, I introduced a unique design theme rooted in clean typography, high-energy color palettes, and contemporary layout systems that made dense information easy to navigate. My work brought cohesion across the brand while still leaving space to evolve from year to year. I also designed digital assets for email campaigns and social media to boost visibility before, during, and after the show. The result was a transformed experience: vendors and attendees were welcomed into a bright, professional, and well-organized environment that reflected the pride and expertise of the dealer community.
Impact
The association’s visual presentation improved dramatically, with members and exhibitors repeatedly complimenting the elevated branding and event experience. The refreshed design created buzz on the show floor and online — helping reestablish credibility in an industry that had been looking for leadership and direction. The design work consistently delivered polish, energy, and clarity — contributing to successful in-person experiences even as broader structural challenges affected the association behind the scenes. While the organization eventually ceased operations due to financial and management issues unrelated to design, the quality and consistency of the branded materials remained a bright spot, demonstrating the power of intentional, high-level design in reenergizing a legacy brand.