Kimberly-Clark Professional

KCP had exhibited at the National Safety Council Expo plenty of times before. In 2024 the marketer wanted to show up differently—not a rebrand moment, just enough to actually stop people on the floor.

The theme "The Art of Safety" gave me something to work with. I built a moodboard around a simplified doodle illustration direction, presented it up the chain—marketers, VP of Marketing—and once I had the green light, got to work on the full booth: main structure, back wall & product-specific bannerstands. The centerpiece was a painted-on PPE suit on a mannequin, which tied the "art" concept into something physical and a little unexpected.

It was one of those projects where you get to push the brand just far enough to make it interesting without losing what makes it recognizable.