ProMat 25
Building a best-in-class warehouse for today and tomorrow
The theme for ProMat 2025 was “Building a best-in-class warehouse for today and tomorrow.” Rather than taking a literal approach, I challenged myself to capture the essence of that idea — the act of building itself. I began by considering what building truly represents: structure, planning, and vision. Every strong creation begins with a plan or a blueprint.
Using the concept of a blueprint as my guiding framework, I explored how to translate it visually. What defines a blueprint? Clean lines, deliberate angles, and a restrained color palette. These elements, lines that reveal form, angles that suggest scale, and color that directs focus, became the foundation for our presence at ProMat.
Bringing the theme to life
The booth environment was designed to immerse visitors in the feeling of being inside a warehouse under construction. Structural elements like product displays and racking supported this idea, allowing attendees to feel like active participants in the building process. The interior emphasized the spatial experience, while the exterior highlighted our brand story and key product messaging. Light boxes were strategically integrated to illuminate visuals and industry data, drawing attention to the depth of the design and providing clarity within a dynamic trade show environment.
Implementation beyond the booth
This was the third major booth project I’ve led, and I wanted to make the design process more seamless for our regional and global teams, as well as our agency partners. To ensure alignment, I developed a comprehensive design system — a file containing brand assets, panel templates, theme overviews, and clear usage guidelines. This resource not only streamlined collaboration but also set the visual standard for future exhibits.
Since ProMat, this system has become the foundation for smaller trade show booths and year-round marketing collateral, reinforcing a unified brand identity across all platforms. By designing with intentionality, we’ve created more than a booth. We’ve built a cohesive design language that continues to strengthen our brand presence and message.
PROFESSIONAL | 2025