Design a booth space to create brand awareness and acquire new customers.

Generated 227 appointments throughout the 3-day event, leading to 98 appointments (43%) enrolling in PFCC financial services, and another 59 appointments (26%) becoming leads for future business.

Pension Fund of the Christian Church provides pension and retirement savings accounts for clergy and lay employees of congregations, general ministries, church-related colleges and seminaries, and benevolent care organizations of the Stone-Campbell (Restoration) Movement. Established more than 125 years, servicing 14,000+ members, and managing $3.3B in assets, I was tasked with designing their General Assembly booth, their largest tradeshow event occurring every three years.

Collaborating closely with their marketing team, I researched their existing design system, branding, and messaging via their website, social media accounts, and marketing collateral. To efficiently produce the numerous graphics requested for their 50 ft. x 20 ft. booth space, we initially focused on the largest graphic for approval of the overall art direction. After several iterations addressing stakeholder feedback, we incorporated the design not only with the booth graphics, but also the social media campaign leading up to the show, as well as branded social media content during the event. The booth also established an updated design that still matched well with PFCC’s existing marketing collateral and influenced future design projects for the organization.