Grocery TV Events
Art Director, Booth + Experience Design | 2023-2025
Increased brand awareness and drove post-event engagement by leading design and art direction (concept to execution) for event booths and agency activations. Bold layouts, engaging graphics, and cohesive branded materials earned positive feedback for clearly communicating our product offering. Layout and assets helped attendees quickly grasp our value, strengthening brand perception, leaving a lasting impression, and leading to multiple follow-up meetings.
Overview
Events are one of our most important channels for generating qualified leads and boosting brand visibility. However, our previous conference presence came with notable pain points and didn’t align with the updated brand direction. An underwhelming booth setup struggled to capture attention or clearly communicate our value, resulting in missed opportunities to connect with high-quality prospects.
Process
The goal was to transform our event presence into a standout experience that captures attention, communicates our value instantly, and sparks meaningful conversations—ultimately building brand awareness and generating high-quality leads.
We started with a clear set of priorities:
Staying within budget while tailoring to our target audience.
Analyzing competitor booths to find opportunities to stand out.
Identifying common pain points from introductory meetings and using design to address them.
Because our product can be challenging to visualize in a traditional event setting, we took a literal approach—recreating a grocery store-inspired environment to show how our displays appear in real-world placements. This grounded the experience and made our value proposition more tangible.
We added “surprise and delight” touches like grocery-themed details, practical swag (i.e. water, snacks), and a retailer-focused takeaway playbook. These elements made our booth memorable, strengthened connections, and equipped attendees with useful resources to better understand retail media.
Results
The redesigned booth drew noticeably higher engagement, with attendees praising its clarity, creativity, and relevance to our product. The approachable, visually grounded setup strengthened brand perception, sparked meaningful conversations, and led to several high-quality follow-up meetings post-event.
Video content
Sizzle reel with retail-focused messaging
Curated content for pharmacy area
Grocery-themed details
Insights
In 2023 & 2024, we took an experimental approach to events — attending as many as possible to learn what worked. This led to tight timelines, overlapping activations, and limited budgets. I prioritized high-impact events, but with more well-funded competitors entering the space, there’s a clear need to elevate our presence further.
To stay competitive, we’re exploring partnerships with event agencies and rethinking our approach with a more strategic, scalable lens. As we shift into a more enterprise-facing brand, there’s also an opportunity to differentiate by infusing more human, memorable touches into our booths — leaning into surprise and delight to stand out in a sea of sameness.