Scope & Execution

⟶ Creative Direction
⟶ Concept Development
⟶ Content Strategy
⟶ Visual Design (Social & Digital Assets)
⟶ Website Experience (Landing Page Design & Build)

Project Overview

A research-driven campaign transforming Design Days / NeoCon insights into a multi-channel narrative designed to inform, engage, and extend impact beyond the event.

01 — The Opportunity: Rethinking the Typical Recap

Each year, the industry gathers in Chicago for NeoCon and Design Days—then returns with quick recaps: product highlights, trend lists, and showroom snapshots. This takes a different approach — moving beyond what was seen to interpret what it means, and translating it into clear, relevant insights for those not in the room.

02 — The Intent: Turning Observation into Insight

Design Days and NeoCon were approached as a research initiative, not just events. Through observation, conversations, and synthesis, key themes emerged—focused on how environments better support people, from wellbeing to flexibility. The goal: translate complex industry trends into clear, actionable insight.

03 — The Strategy: From Trends to Storytelling

The value isn’t just in the insights — it’s in how they’re communicated. Rather than isolated trends, the content was shaped into a cohesive narrative — connecting ideas and showing their real-world impact. Shifting the trend from “what’s new” to “why it matters.”

04 — The Platforms: A Multi-Channel Rollout

The research was developed into a multi-channel experience, designed to meet audiences wherever they engage:

+ Website: A central landing page housing quick links

+ Email Campaign: Key insights translated into digestible, direct communication and easy to find links

+ Social Media: Short-form content designed to highlight themes and drive engagement

+ Digital Showroom Signage: Integrated into the physical space with QR codes for immediate engagement

+ In-Person Showcase: Content extended into a tangible, quick-resource booth experience

05 — The Execution: Extending the Life of the Event

Not a one-time recap, but an ongoing resource. The research supported client conversations, informed teams, and enhanced the in-person experience.

06 — The Impact: From Event Coverage to Business Value

Moving from recap to insight elevated how our company showed up for the A+D community. It’s not just about attending the events, but about interpreting and applying what matters — driving stronger engagement and more meaningful conversations.

Featured Links:

Creating Intentional Spaces: https://www.muuto.com/about-design-contest/neuroaesthetics-at-play/

The Biophilia Movement: https://www.salonemilano.it/en/articles/principles-biophilic-architecture

Future of Sustainability in the Workplace: https://www.autodesk.com/design-make/articles/gen-z-and-sustainability

Best of NeoCon - The Percy Chair: https://www.naughtone.com/us/uncategorized/percy-announced-best-of-neocon-2024/

Resurfacing Herman Miller’s “Ideas”: https://www.fastcompany.com/91138605/why-herman-miller-brought-back-its-company-magazine