Overview

As the Marketing and Design Lead for Valriya, I led the creative direction and execution of our tradeshow booth design and signage. Our goal was to develop an immersive brand experience that reflected Valriya’s commitment to precision engineering and innovative lighting solutions. This initiative was a key component of our broader marketing strategy to increase visibility among lighting specifiers, architects, and engineers in the commercial sector.

Objectives

The primary objective was to design a tradeshow booth that would attract attention in a crowded exhibition hall, communicate Valriya’s brand identity clearly, and showcase our lighting products in a way that encouraged hands-on engagement and meaningful conversations. We also aimed to ensure the booth was modular and reusable for multiple events, maintaining consistency across shows while allowing for adaptability.

Process

The design process began with brand alignment, translating Valriya’s visual identity into a physical space. I developed a concept around clean, architectural forms, using neutral materials and integrated lighting to highlight our product lines. Working closely with our sales team, I identified key messaging and product stories that would resonate most with our audience. These were translated into high-impact signage, including backlit panels, product callouts, and interactive displays. I also managed vendor relationships to ensure the booth met structural and aesthetic standards..

Conclusion

The final booth design exceeded expectations, attracting high foot traffic and generating strong leads during the show. Visitors engaged actively with the space, often commenting on the clarity of messaging and premium presentation. Most importantly, the booth successfully conveyed Valriya’s position as a leader in high-performance commercial lighting. The project reinforced the value of strategic design thinking in creating brand experiences that are both visually compelling and functionally effective.