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.

 

DIRECT MAIL

Accordion mailer, side 1

Accordion mailer, side 1

Accordion mailer, side 1

FN PLATROTM postcards

WSA@MAGIC poster 1

WSA@MAGIC postcards

WSA@MAGIC poster 2

WSA@MAGIC poster 2

 

WEBSITE APPLICATIONS

MAGIC main landing page

MAGIC main landing page

Individual landing pages (3 of 9 shown)

Individual landing pages (3 of 9 shown)

EMAIL APPLICATIONS

MAGIC launch email

PROJECT newsletter

PROJECT NEW YORK attendee email

INSTAGRAM TAKEOVERS

SELECTED PAGES FROM SALES KITS

WSA@MAGIC saleskit

WWDMAGIC saleskit

SOURCING at MAGIC saleskit

PROJECT saleskit

FN PLATFORM saleskit

POOLTRADESHOW saleskit

View the MAGIC video below to learn more about the show