Create + Clean Expo
Reenergizing a legacy brand
CASE STUDY: CREATE AND CLEAN EXPO
SERVICE: ENVIRONMENTAL GRAPHICS
YEAR: 2023
Approach
When I was brought in by the Vacuum & Sewing Dealers Trade Association, the organization was at a crossroads — its visual identity was outdated, its annual trade show was struggling to inspire attendance, and the overall brand lacked the energy and authority the industry deserved.
I worked directly with leadership over three consecutive years to lead the creative direction for their flagship annual event in Las Vegas at the Paris Hotel. From the first conversation, the strategic need was clear: this wasn't a refresh project, it was a revitalization. The association's existing materials were dated and generic — a mismatch for an industry defined by craftsmanship, precision, and community pride. My goal was to rebuild the brand experience from the ground up, creating something that would re-engage longtime members and signal to exhibitors like Dyson, Kirby, Brother, and Janome that this event was worth showing up for.
Solution
I led the full creative scope across three consecutive shows — from strategy and concept through production and delivery. Each year I developed a unique design theme while maintaining system-level consistency: show logos, environmental signage, stage graphics, floor plans, programming guides, lanyards, tote bags, and digital assets for email and social campaigns.
Every touchpoint was designed to work together as a cohesive branded environment — not a collection of disconnected assets. I managed production in partnership with Shepard Exposition Services, overseeing large-format print specs, vendor timelines, and on-site execution to ensure the design held up at scale.
The result was a transformed event experience: a bright, professionally branded environment that reflected the expertise and pride of the dealer community — and gave exhibitors and attendees a reason to take the show seriously again.
Impact
The response from members and exhibitors was immediate and consistent — year over year, the elevated branding became one of the show's most noted improvements. The refreshed design created genuine buzz on the floor and online, helping reestablish credibility in an industry that had been looking for leadership and direction.
While the association eventually ceased operations due to financial and organizational challenges unrelated to design, the creative work remained a sustained bright spot throughout — a demonstration of what intentional brand direction can do for a legacy organization in transition.
Three years. One creative director.
A complete transformation of how an industry saw itself.