PROBLEM

For the second consecutive year, Miller CAT Corporation exhibited at the annual global automotive convention, AAPEX/SEMA, in Las Vegas, NV. As a small family-operated and minority-run business, the main challenges when designing our trade show booth was not only to create a visually striking and informative space that would foster new business partnerships and increase brand awareness in a highly competitive environment filled with more established brands, but also to attract high foot traffic in a low-visibility area—all within a limited 20x10-foot space.

ADDRESSING THE PROBLEM

When I think of the most visually striking elements of a storefront or billboard, bright neon lights and high-quality graphics immediately come to mind. With a 9+ year background in photography, I understand that utilizing high-contrast visuals and engaging composition is one of the best methods to take advantage of in a setting meant to magnetize the eyes of the people walking past.

Being that the venue was located inside the Venetian Resort, I anticipated that the effect of the high ceilings and warm overhead lighting would wash out our wall graphics and make the space feel dull. I introduced the concept of using neon blue strip lights to outline the perimeter of the center panel that was displaying some of our best-selling Cat Shield products, similar to a gallery wall. The intended outcome of highlighting our “gallery panel” was to encourage the attendees walking past to step into our booth and take a closer look. Not only did the strip lights add vibrancy and contrast to the space, but it also created a glowing, “halo” effect that stood out against the neighboring booths’ standard white walls filled with text and photos.

To further engage visitors, I filled the surrounding walls with close-up shots of our Cat Shields in the manufacturing process, meant to appeal to those curious about our materials and craftsmanship. I also crafted a scenic landscape featuring a Toyota Tacoma silhouette to attract off-roading and overlanding enthusiasts, reinforcing our brand’s connection to adventure and vehicle protection.

INITIAL SKETCHES

3D RENDERS

FINAL BUILD & INSTALLATION

CLOSING REMARKS

This project holds a special place in my heart as one of my most notable accomplishments during my time at Miller CAT, where I had the opportunity to creatively direct, design, and manage the entire process from concept to execution. AAPEX 2023 took place in Las Vegas, NV, and I was fortunate to travel with the Miller CAT team to see the fully assembled booth in person. The design’s success garnered praise from the CEO, stakeholders, and even the booth fabricator, as it significantly increased engagement at the expo compared to the previous year.

HEY, IT'S ME!

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