I designed Maryland's presence at the International Council of Shopping Centers (ICSC) annual trade show in Las Vegas — the biggest of its kind with 30,000+ attendees. Traditionally, Maryland's booth display and marketing materials were focused on the quality of sites in Maryland available for development. I developed a different approach, focusing on the consumers. Maryland's biggest assets to this audience are its high disposable incomes and high standards of living, creating a welcoming retail environment.
For the show, I designed a "Welcome to the Neighborhood" theme, inviting convention-goers to a patio-like space unlike any of the hundreds of other booths on the show floor. Messaging about Maryland's attractiveness was presented throughout house facades, with faux windows exposing high-end Maryland lifestyles in photographs behind the glass. It was complete with bird chirping sounds, outdoor furniture, and live landscaping. I designed the booth layout, created a floorplan, created all of the graphics, illustrated and photographed scenes for graphic panels, designed print marketing materials, and worked with the booth construction vendor to ensure every detail felt as close to a real suburban home's patio as possible.
After the show, guests of the Governor were invited to a "Garden Party" to network. I designed the invitation to play off of the theme, create excitement for the event, and fit with the lush surroundings.
It was a good idea from the start. The final booth turned out very much like this original floorplan idea.
Without a camera with a high enough resolution for the huge graphic panels, I photographed homes and created a seamless composite image, then added messaging.
The "Garden Party" reception was held on a roof terrace at the Venetian, at a French Bistro. The surroundings inspired the look of the invitation.