Large-scale graphics always required both me and my team to shift gears from the digital realm and back to the world of print. Aerospace is a very traditional industry, with many corporations erring on the side of clean, crisp, albeit sterile and safe brand identities.

Inflight Entertainment as a sub-industry tends to have more personality, and as creative director for each show, I endeavored to consistently break this status quo, using the competition’s cold brands to our advantage and leaning into SPI’s subculture and personality to help us stand out among all other trade show booths. I would work with vendors, SPI Corporate, executive leadership and product management each trade show season to create a unique but achievable look.