Client
Web.com
Role
Art Director
Date
2019
Web.com — International Franchise Association Convention, Las Vegas
For the fourth consecutive year, we led the strategic and creative direction for Web.com's presence at the International Franchise Association Convention in Las Vegas — and this year, the stakes were higher than ever. Following several significant company rebranding efforts, this marked the first IFA appearance under the new brand guidelines — guidelines that were themselves heavily shaped by booth concepts and design elements we'd introduced back in 2018. It was a full-circle moment.
The booth was designed with intention: product-focused and deliberately inviting, with a layout optimized for continuous foot traffic, live product demos, and meaningful one-on-one conversations with both existing clients and prospective customers. The environment was built to work, not just impress.
The convention experience didn't exist in isolation. It was bookended by polished pre- and post-engagement landing pages, targeted email campaigns, and a robust social media presence featuring speaker spotlights, seminar coverage, and product features — ensuring the brand showed up with consistency and momentum well beyond the convention floor.
