Lead the creative direction and visual strategy for Sound Agriculture’s national and regional trade show presence, managing the production of cohesive, high-impact booth content that drove engagement and lead generation.
I led the creative direction for all visuals and signage featured in Sound’s trade show booths, shaping the storytelling and design that powered one of the company’s top annual lead-generation efforts. In particular, I personally captured all photography on display at the events and managed and gave direction to the graphic designers that worked on the imagery, often executing much of the design myself.
Goal
Create an immersive, visually unified trade show experience that showcased Sound Agriculture’s innovation and built credibility with farmers, dealers, and industry partners while driving new sales opportunities.
Approach
Integrate visual storytelling across every booth element—photography, print collateral, digital displays, and video—to create a consistent brand presence. Align creative with sales strategy and event goals to maximize visibility and lead capture.
Process
I collaborated with marketing and sales teams to plan booth visuals and messaging, managed content design through graphic designers, and coordinated with the field marketing team and vendors to ensure proper execution. I directed photography, edited imagery, and guided the use of visual assets across national shows like Commodity Classic and Farm Progress, as well as regional field events.
On the show floor
I designed or managed design of all signage and posters on display at the trade show booths.
The Sound booths heavily featured content I managed and created throughout the season. Virtually all photography and video content used at the booth I captured and produced.
I managed the design of all graphics on display throughout the booths.
I developed and managed production of The SOURCE Soil Explorer VR Experience, which featured prominently at all events.
Visitors use the SOURCE Soil Explorer VR Experience.
Commodity Classic is the largest agricultural trade show in the US.
Sound trade show booths exclusively featured video and photography captured and produced by myself.
