Role: Lead Designer, Brand Integration Strategist
Tools Used: Adobe Illustrator, Photoshop, InDesign
Team: Marketing departments from all three companies; External booth vendor
Objective:
MRO 2024 required a collaborative booth that represented Michelin US, CDI Energy Products, and Fenner Precision Polymers in a unified but brand-respectful way. The challenge was to showcase each company’s aerospace contributions without compromising individual brand integrity, all within a single cohesive space.
Process:
The project began with marketing teams working alongside a booth vendor to develop a custom layout that gave equal presence to all three companies. Once the structure was established, I was tasked with designing the visual identity of the booth, making sure it respected the distinct branding of Michelin, CDI, and Fenner.
I developed the concept of a blueprint-style aerospace theme—a visual that allowed us to highlight aircraft components and illustrate where each company plays a role. This gave us a shared visual language while maintaining clear brand boundaries. I then created all supporting design materials using provided brand assets and technical information, adapting them into banners, panel graphics, floor visuals, and digital displays.
Throughout the design process, careful attention was given to ensure that while Michelin branding was present, it did not visually dominate CDI or Fenner—maintaining balance and neutrality in the shared space.
Outcome:
The booth successfully presented all three companies as distinct but collaborative leaders in aerospace innovation. The blueprint concept resonated with attendees and created clear storytelling opportunities for booth staff. The space supported both technical discussions and high-level branding goals.
Reflection:
This project was a real-world exercise in balancing visual diplomacy with creative storytelling. Navigating three distinct brand systems within one environment required strategic restraint, adaptability, and a deep understanding of brand identity beyond just logos.