SOUTHWEST FUEL & CONVENIENCE EXPO
Designed and produced all marketing collateral for the SW Expo, including a new website. I also worked on the branding to create a more exciting feel while focusing attention on the three industries represented in the expo: convenience stores, fuel distribution, and retail business services. Each industry has its own pavilion on the expo floor.
For the backgrounds, I created a layered faceted 'prism' design of the three pavilion colours, giving all the collateral a dynamic and colourful look. To promote and reinforce the new theme, I created a category icon for each pavilion in the style of road signs and used those throughout the collateral:
Food and drink represent convenience stores.
A fuel truck represents fuel distribution.
Credit cards and cog represent retail business services.
Roles: Art direction, Brand Management, Graphic Design, Print Layout, Copywriting, Email Marketing, Social Media Marketing, Website Launch and Management
Expo Prospectus
and Sponsorships Brochure
Website
Expo Email
Digital Solutions Guide
The Association's annual Fuel & Convenience Expo was canceled due to the pandemic in 2020. Not only would there not be any income from the Expo, but expenses already paid created a bigger budgetary hole. Our exhibitors, who were already suffering from the pandemic, lost a showcase for their companies at the very time they needed some exposure.
Due to the existing budgetary issues, investing in some kind of virtual expo was financially impossible. The solution was using existing resources - namely, me and InDesign to create a digital exhibitors guide. An ebook guide could be widely distributed via web or download, with no additional printing or publishing costs. I created a few different formats- published online (using the InDesign Publish Online feature), an ePub file for devices with readers, and an interactive PDF. All exhibitors were given a free listing (consisting of their logo linked to their website.) For an additional amount, exhibitors could purchase a half-page placement either static or with video.
The Digital Solutions Guide, created with no additional budget, recouped just over $20,000 in lost income. Not a huge amount but something and considering the minimal amount of investment of time and resources in creating it, the Digital Solutions Guide was the best solution for the situation.
View the Digital Solutions Guide here.
