Approaching shows from a different perspectiveLooking to connect with attendees, show organizers are turning to other industries — including retail and wellness — as a guide. That’s where the GES creative team’s 135+ years of combined show design and advertising expertise makes the difference.
“We believe in empowering brands to transform, innovate, and captivate. Whether you're looking to breathe new life into your brand, embrace cutting-edge technology, or create an unforgettable social-worthy experience, our talented internal creative team is here to make it happen,” says Tony Petrucci, VP, head of creative + design at GES. “We believe in empowering brands to transform, innovate, and captivate. Whether you're looking to breathe new life into your brand, embrace cutting-edge technology, or create an unforgettable social-worthy experience, our talented internal creative team is here to make it happen.”
Knowing that ideas are only as good as execution, GES is building a one-stop creative shop through exciting relationships with high-end scenic designers and motion and animation experts.
Global Pet Expo maps out the futureGlobal Pet Expo is where the industry comes to explore cutting-edge products. So, when Joe Stern, vice president of creative and brand experience, joined the American Pet Products Association (APPA) in 2023, he wanted to create a multi-sensorial experience look to match that feeling of innovation.
“Our GES team took the extra steps to connect with me personally and professionally, creating trust,” says Stern, “They went above and beyond helping me create the vision I had for this year’s event.”
Together, GES and the APPA team looked at the bigger picture regarding of areas of improvement and how to push the brand further. That started with creating energy before entering the show floor. Rather than simply walking in, attendees were welcomed by larger-than-life pets.
The response was all that APPA had hoped for — the initial excitement of being submerged into natural habitats radiated throughout the show floor.
“There was a lot of ‘new’ this year, new staff, new ways we work, new expectations, and GES did a great job working with us and executing,” states Stern.
3 ways to get the most out of your designs According to Chris Mohn, executive creative director at GES, working with designers isn’t hard. “It’s about going off the beaten path,” says Mohn. “Make sure to share, actually, go ahead and overshare.”
How do you start this journey?
- Forget the scenic route: All-inclusive RFPs
Under pressure to increase ROI? Need to grow attendance? When it comes to your RFP, clearly state all objectives and requirements. The clarity will produce more accurate bids, making them easier to compare.
- Build an itinerary: Transparent kick-off meetings
During kick-off meetings share what your audience responds to — the good and the bad. Discuss what competitors are doing and ? what you think has potential. Full disclosure allows the creative team to focus on your biggest pain points and speed up the process.
- Don’t rely on cruise control: Constant collaboration
Don’t sit idly by; get involved! Continual check-ins with open dialogue are critical — and don’t discount honesty! If something in the process doesn’t align with your brand or goals, get on the phone (or Zoom) with the designer to reframe the conversation.
Ready to roll?Contact us today to see where the GES design team can take your show.
“Whether you want to re-invigorate your brand, integrate new technology or create a social media worthy setting, GES has the internal design team that you didn’t know you needed."
Tony Petrucci
GES VP Creative Director
