Strategy First Design
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The Challenge expand_more
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The Solution expand_more
- What energy is being called for in this moment?
- What kind of environment supports that energy?
- What do we want people to feel when they enter our space?
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The Process expand_more
Returning to the TradeShow Arena
In 2025, after years away from major industry events, Steelhead Productions decided to make a bold return at EXHIBITORLive and Event Marketer’s EMS. The goal wasn’t just to appear—it was to fully embody their ethos: designing meaningful, memorable experiences beyond gimmicks. The challenge was to stand out among peers, reconnect with their community, and showcase their creative approach in a way that felt authentic.
Starting with Feeling
Steelhead flipped the script on traditional exhibit design by starting where most don’t: with a feeling.
Guided by CMO Rhiannon Andersen’s intuitive, feeling-first methodology, the Steelhead team approached this campaign like they would for their most visionary clients—by reverse engineering the experience from the inside out.
The key questions they asked:
Leading with Intention
Rather than beginning with specs, screens, or tech features, the team rooted their entire campaign in human connection.
They created the “Link Up” theme, focused on warm, inviting, authentic interactions. Every element—from design to engagement—flowed from this emotional anchor.
Returning to the TradeShow Arena
In 2025, after years away from major industry events, Steelhead Productions decided to make a bold return at EXHIBITORLive and Event Marketer’s EMS. The goal wasn’t just to appear—it was to fully embody their ethos: designing meaningful, memorable experiences beyond gimmicks. The challenge was to stand out among peers, reconnect with their community, and showcase their creative approach in a way that felt authentic.
Starting with Feeling
Steelhead flipped the script on traditional exhibit design by starting where most don’t: with a feeling.
Guided by CMO Rhiannon Andersen’s intuitive, feeling-first methodology, the Steelhead team approached this campaign like they would for their most visionary clients—by reverse engineering the experience from the inside out.
The key questions they asked:
- What energy is being called for in this moment?
- What kind of environment supports that energy?
- What do we want people to feel when they enter our space?
Leading with Intention
Rather than beginning with specs, screens, or tech features, the team rooted their entire campaign in human connection.
They created the “Link Up” theme, focused on warm, inviting, authentic interactions. Every element—from design to engagement—flowed from this emotional anchor.
