Concret Creatine Expo West Booth Design
For Con-Cret Creatine, Expo West 2025 marked the brand’s first major trade show appearance since its rebranding. The goal was to expand beyond the traditional
gym-focused creatine market and position the brand within the broader wellness space—targeting everyday consumers interested in the proven benefits of creatine for cellular energy and brain health.
This shift was a strategic balancing act. While the CMO envisioned a wellness-forward identity akin to brands like Vital Proteins and Liquid I.V., the CEO remained deeply rooted in the brand’s scientific and research-driven legacy in the Creatine HCl category. My challenge was to bridge these perspectives—elevating the brand’s presence without alienating its core audience.
Despite initial direction to keep the backdrop minimal—featuring only the brand’s signature yellow, bold “Creatine” typography, and a product shot—I strategically incorporated elements of the new visual identity to create a more refined, engaging design. I introduced the brand’s new blue through a slanted shape, which not only anchored the product shot but also softened the intensity of the yellow, creating a more visually balanced experience.
Additionally, I was tasked with ensuring high visibility for key brand differentiators, including the NSF certification and American-made status, alongside the introduction of Con-Cret’s new gummies. I approached this by integrating a clear hierarchy of messaging—drawing attention first and then guiding the viewer’s eye to these critical brand credentials.
The final design was a resounding success—both in execution and reception. The booth installation was seamless, and internally, it received no revision requests—an exceptionally rare occurrence. This project exemplifies my ability to synthesize competing brand visions into a cohesive, high-impact design that aligns with both business objectives and consumer engagement.