Every year, I conceive and execute a new campaign for the MAGIC tradeshow held bi-annually in Las Vegas. (Check out my 2016 campaign here).
Developing an overarching brand for MAGIC under which all its child shows could live was an extremely difficult challenge. Each individual show (detailed in the yellow area) has its own personality and audience, but in order to cross-promote shows, we needed a concept that could elevate MAGIC as the umbrella brand while maintaining each of the child shows' unique personalities.
In order to do this, we created an emotive word campaign, and the payoff, "Find it here" tells the viewer that no matter what they are looking for in the fashion world, they can find "it" at MAGIC. Each word is associated with an individual show, but as a whole, they create the full MAGIC experience.
I directed a photoshoot in which we brought each show to life with its own iconic imagery. All print executions of this branding overhaul are detailed on this page. I also created web assets, emails, and instagram takeovers based on this direction, also shown below.
SELECTED PAGES FROM SALES KITS
View the MAGIC video below to learn more about the show