Graphic Design • Brand Identity • Exhibition Design
Besha Collagen Brand Design
Trade show exhibition and marketing collateral for premium wellness brand
Role
Graphic Designer
4-Year Client
Timeline
2 weeks
2024
Tools
Illustrator
Photoshop
Event
Natural Products
Expo West
Overview
Besha is a premium collagen peptides wellness brand committed to scientific excellence and natural beauty. As their graphic designer for the past four years, I was tasked with creating a complete trade show presence for Natural Products Expo West 2024 in Anaheim, California.
The project required designing cohesive exhibition materials that would stand out in a crowded trade show environment while communicating both luxury wellness and scientific credibility.
The Challenge
Design cohesive trade show presence that:
- → Stands out visually in a crowded expo hall with hundreds of competing booths
- → Balances luxury wellness aesthetics with scientific credibility and data
- → Works across multiple formats and sizes (10x10 backdrop, posters, brochures, podium)
- → Communicates complex product benefits quickly to passing attendees
- → Maintains brand consistency while Besha undergoes larger rebrand process
Deliverables
Design Strategy
Based on understanding the trade show environment and Besha's brand positioning, I developed a strategy focused on three core principles:
1. Visual Hierarchy at Scale
In a busy expo hall, booth graphics must be readable from 20+ feet away. I prioritized large, bold typography and high-contrast imagery to ensure the Besha brand caught attention from across the aisle.
2. Dual-Message System
Create materials that work at two levels: Far away (strong visual impact, clear brand name, compelling imagery) and up close (detailed product benefits, scientific claims, before/after results).
3. Cohesive Brand Ecosystem
Every piece; from the 10x10 backdrop to the tri-fold brochure; needed to feel like part of one unified brand presence, reinforcing recognition and professionalism.
Key Design Decisions
10x10 Trade Show Backdrop
Challenge: Create maximum visual impact for main booth focal point.
Solution: Split design with large product photography (kiwi, ingredients, smoothies) on left, clean white space with brand messaging on right.
Why It Works: The photography is large and vibrant enough to catch eyes from across the expo hall. The clean right side provides relief and makes text instantly readable. The checklist format allows attendees to quickly grasp key product benefits in under 3 seconds.
Tri-Fold Brochure
Challenge: Create comprehensive take-home piece that continues the conversation after the expo.
Solution: Two-page spread covering brand story, product benefits, science, and usage.
Result: This brochure is designed for the moment when someone returns to their hotel room or office and thinks "Should I stock this product?" It provides every piece of information needed to make a purchase decision.
Booth in Context
The complete booth setup at Natural Products Expo West 2024, showcasing how all materials work together to create a cohesive brand presence.
Results & Impact
Client was very satisfied with the exhibition materials and reported the expo was "going very well for them."
Deliverables Completed
- → 10x10 trade show backdrop
- → 62x92 informational poster
- → Podium table cover
- → Small poster (1/3 format)
- → Tri-fold brochure (2-page spread)
- → All materials print-ready and delivered on time
Skills Demonstrated
- → Large format graphic design and print production
- → Brand consistency across multiple formats and scales
- → Visual hierarchy and readability at distance
- → Information design for complex scientific content
- → Trade show and exhibition design expertise
- → Client relationship management (4-year ongoing relationship)
Key Takeaways
- → Design for the Environment, Not Just the Canvas. Trade show design isn't just about making pretty graphics, it's about understanding sight lines, booth traffic, and how people move through expo halls.
- → White Space is Strategic, Not Wasted. In a visually cluttered trade show environment, generous white space is a competitive advantage. Less truly is more when competing for attention.
- → Balance Aspiration with Credibility. The design strategy balanced beautiful lifestyle photography (aspiration) with scientific data and before/after results (credibility). This dual approach appeals to both emotional and rational decision-making.
- → Information Hierarchy Across Formats. Different formats serve different purposes. The backdrop attracts attention, the poster builds interest with proof, and the brochure closes the sale with complete information.
- → Long-Term Client Relationships Enable Better Work. Four years of working with Besha means I deeply understand their brand, audience, and goals. This relationship produces better design outcomes than one-off projects.