LEGACY FOODSERVICE meets IMMERSIVE BRAND EXPERIENCE

After a several-year hiatus, Feeser’s Food Shows needed to return as more than just a trade event—they had to feel like a bold, modern expression of the brand. Partnering with multiple departments, I transformed a complex 48-hour production into a cohesive, story-driven environment that reengaged thousands of attendees and hundreds of vendors while spotlighting Feeser’s as a trusted, forward-thinking partner.

Responsibilities: 

Collaborated with department leadership, logistics, and vendor partners to shape the overall event narrative, visual language, and attendee experience. Led creative direction, branding, and marketing collateral—from pre-show promotion to on-site wayfinding and post-event follow-up—ensuring every touchpoint reinforced a clear, unified story about value, partnership, and growth.

Challenge:

Reimagine a legacy B2B food show to feel contemporary, high-energy, and personal—while competing with larger national industry events.

Feeser’s needed to honor long-standing relationships with vendors and customers while signaling a fresh chapter for the brand. The show had to work hard on multiple fronts: drive sales, deepen loyalty, and create an environment that felt both efficient and memorable.

Approach: 

I built a cohesive visual system and spatial narrative around “expanded horizons,” using color, typography, and motion to guide the experience from first invite to final handshake.

  • Developed a flexible event identity system applied across digital invites, signage, programs, badges, and environmental graphics.

  • Designed a clear wayfinding and zoning strategy so attendees could navigate 100+ vendor booths with ease.

  • Crafted pre-show marketing materials that emphasized partnership, innovation, and return on investment.

  • Translated complex logistics into intuitive, visually driven diagrams and touchpoints for internal teams and vendors.

  • Ensured every visual element—from large-scale banners to small moments—reinforced Feeser’s brand promise and personality.

Through this lens, the show became an immersive expression of the brand, not just a collection of booths.

Outcome: 

The reimagined show generated six-figure sponsorship revenue, reestablished vendor loyalty, and positioned Feeser’s as a modern leader in regional foodservice.

Attendees experienced a more intuitive, energetic, and memorable event that strengthened relationships and created new growth opportunities. Internally, the creative framework became a model for how marketing, sales, and operations could collaborate—proving that strategic design and brand-led storytelling can elevate even the most utilitarian B2B environments into branded experiences people remember.