For CONEXPO 2020, I executed the on-iron messaging strategy for Caterpillar’s operator's stadium, delivering visual storytelling across 32 machines over hundreds of assets. I sourced geometry from CAD files to ensure accuracy, created all production art, and developed detailed approval decks and application guides to support flawless execution on-site. While the overall branding was established, I brought it to life at scale by translating it into machine-specific layouts that aligned with both the physical builds and the strategic messaging goals. The result helped elevate brand visibility at the largest construction trade show in North America, where buyer attendance jumped 8 percent and booth engagement soared to an average of 50 minutes per visitor.
