Brand & visual direction and asset generation for a NY leader fashion tradeshow.

UBM Fashion is the leading producer of world-renowned fashion tradeshows, such as MAGIC, COTERIE, PROJECT and FN PLATFORM, among others. Their events cover all major fashion categories from men's, women's, and children's apparel, accessories, and footwear to manufacturing resources and service providers.

UBM Fashion needed a new brand and strategic repositioning, as well as new campaigns for their tradeshow events that would take place in New York and Las Vegas.

The global campaign entitled “Where Spectacular Happens” marks a departure for UBM Fashion by presenting all of its diverse show properties under a single visual persona and brand message. Capturing fashion in non-specific scenarios, the new campaign features the work of several photographers who specialize in underwater photography including Mallory Morrison, Henrik Sorensen and Thomas Barwick.

Deliverables included brand positioning & messaging, visual direction and asset generation for their website, signage, and marketing collateral.