National restaurant association

The National Restaurant Association had hosted its annual NRA Show for decades at Chicago's McCormick Place. But by 2012, Show attendance was down—particularly among younger restaurateurs, food service pros and beverage buyers. The NRA Show's appeal had waned, in part, thanks to its traditional marketing showing crowded booths and conventioneers looking at ovens. The same stuff every other convention shows.

My team redefined the NRA Show brand. We gave it a themeline ("Only Here"), fresh photography and modern typography. Most importantly, the new work addressed key reasons attendees need the Show...right in the headlines. 

The new look, voice and tone helped boost overall attendance by 6% (61,000 total). But the real win was a 50% increase in first-time attendees.