UBM Trade Show - Rebrand

Challenge —
Rebrand UBM’s flagship MedTech and Design & Manufacturing event—along with its 13 co-located industry summits—while reimagining the trade show environment to deliver an optimized, user-centric experience. For over 38 years, this event has stood as a cornerstone for B2B sectors including electronics, manufacturing, automation, plastics, pharmaceuticals, medical, food & beverage, and packaging. The core challenge was not only revitalizing the overarching brand but also creating a unified visual system that seamlessly integrated the identities of all 13 co-located events into a cohesive and compelling brand presence.

Solution —
I led a structured, vision-driven process by breaking down a complex workload into seven manageable phases, enabling seamless collaboration across cross-functional teams. This strategic approach fostered clarity, efficiency, and creative momentum—allowing the design team to focus on impactful ideation, supported by regular art reviews and stakeholder alignment. The result was a fully integrated 360° ad campaign that elevated every customer touchpoint across websites, marketing materials, social media, trade shows, and award shows. These coordinated efforts drove a consistent 12–15% annual increase in event attendance.