The Task:
Create a Pet Expo Booth to highlight Purina's latest natural pet food, Beyond, for the Global Pet Expo scheduled for March 2014. We were given a two-month timeframe to conceptualize and construct the booth.

My Role: 

I was tasked with creating a 3D Photoshop concept rendering of the booth, integrating informational graphics and product displays to present to our Purina team. Upon receiving approval, I oversaw the development and management of the mechanical and production files.

The Process: 

I worked closely with our creative director and 3D designer to develop the initial structural design. Following Beyond's brand standards, I designed the infographics. After obtaining final approval, I proceeded to finalize the mechanical files, ensuring the graphics' sizes aligned with the fabrication team's requirements. Due to challenges in finding a seamstress within our timeframe, I utilized my sewing skills to create the awnings covering the cat and dog product displays, completing the task over a single weekend on my home sewing machine.

The Outcome: 

The Beyond Pet Expo Booth earned commendation from Purina. We implemented strategies such as upright packaging stands, prominent inline headers serving as beacons to the pet department, and chalk illustrations reinforcing the natural elements of the brand. Following its debut at the Pet Expo in Florida, it was transported to the Purina Pet Lab in St. Louis, Missouri. There, it played a pivotal role in engaging Purina's retail partners and showcasing top-tier strategies for promoting Beyond Pet Food in retail environments.