The American Society of Plumbing Engineers (ASPE) Convention & Expo offers an annual opportunity for the plumbing industry to soak up the latest in products, training, and education. For the event in Indianapolis this September, Chicago Faucets was in need of a creative backdrop to bring its trade show booth to life.

So the brand engaged Plan B to help make it a banner event.

The communications objective for Chicago Faucets – an industry-leading manufacturer of plumbing fixtures for more than 100 years – was to engage the plumbing engineer audience by highlighting the brand’s breadth of product offerings, with a focus on its innovation in water safety/quality and expanded finishing options.

For the trade show booth backdrop, Plan B produced a wide-ranging flow of visually striking concepts that ran the gamut from straightforward B2B messaging, to playful, tongue-in-cheek wordplay, to features-and-benefits copy, to future-focused design.

In the end, the client selected an elegant booth design displaying the word “INNOVATION” set against a splash of water with the word “INTEGRATION” reflected upside-down beneath it. The message was paid off by the subhead “The Smartest Products Work Together.”

The same could be said for the smartest brands and agencies.

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