Versum Materials spun off their speciality materials divisions and wanted to unveil their new identity at the American Coatings show in less then 6 months. A massive campaign of style guides, brochures, videos, ads, the tradeshow booth itself, and more, were developed to help them make an impactful statement. The launch of the brand at the tradeshow in Indianapolis was a tremendous success, it had meaningful signage, custom brand videos, iPad displays and even an origami artist as entertainment to reflect the logo branding. The booth attracted impressive crowds and made quite the impression.