Case Study

ProGreen Expo

The premier Rocky Mountain regional green industry conference.

Brief

Create a printer brochure for a ProGreen Expo’s 2020 event.

Client

Kinsley

Role

Graphic Design

TOOLS

InDesign Photoshop Acrobat

ProGreen EXPO is the only green industry conference of its kind in the Rocky Mountain region. More than 6,000 green industry professionals gather every year at the Colorado Convention Center in Denver to gain vital knowledge and skills to improve business, educate employees and discover the latest information for the upcoming season.

I originally worked on the rebrand for ProGreen EXPO in 2013 when I revamped the logo, the branding and the event experience together with Kinsley’s event architects and the organizations that run the event.

In 2017, the planners brought in another external agency to provide a slight brand refresh, bringing a couple of different color options and font choices for the event that year because I was unable to take on the project.

Two years later, Kinsley asked me to come back on board and bring in a new twist into the attendee printed materials that go out in the mail for the event next year but still using the blueprint the agency implemented in 2017 for overall colors and typefaces.

I added more image call outs with a layered look and feel and light blue transparent accent triangular shapes through the pagination. While last year’s document felt predominantly bright green, this year’s document feels cooler, with more blue and dark green accents throughout.

The updated look and feel has also been extrapolated to the digital marketing for the event — which went 100% virtual in 2021 with the pandemic. Storey Creative was in charge of running all the digital Facebook and Instagram paid campaigns as well as fulfilling all sponsored email requests and email marketing campaigns for event attendees.

What was the result?

The ProGreen EXPO brand continues to grow and evolve to meet the expectations of an increasingly sophisticated green industry audience.
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