Craftsman

Craftsman, a well-established brand in automotive and mechanical tools, required large-format visual systems to support in-store merchandising and trade show presence. The goal was to create bold, impactful displays that would communicate product quality and durability while capturing attention in highly competitive retail and exhibition environments.

The project focused on the design of point-of-purchase displays and trade show signage that showcased automotive mechanical products with clarity and strength. A visually assertive approach—combining strong typography, high-contrast imagery, and structured layouts—was used to reinforce brand recognition and guide customer attention to key product features.

Execution required careful consideration of scale, materials, and environmental context to ensure consistency and visibility across various physical settings. Collaboration with production vendors was essential to maintain design integrity across large-format outputs and ensure high-quality fabrication.

Role: I led ideation, design concepting, and art direction, collaborating closely with vendors to execute large-format retail and trade show environments.