Kimball Hospitality had asked us to develop a branded campaign to promote it’s trade show at the HD Expo (‘the leading tradeshow and conference for the hospitality design community, bringing together designers, owner/operators, brand executives, architects, purchasers, and manufacturers for three days of inspiration, CEU-accredited education, and exceptional networking’). The purpose of this trade show experience was to move Kimball Hospitality up from a commodity hospitality furniture brand to an upscale/luxury brand. For copystyle, we crafted the tagline, ‘Welcome to the Good Life’. ‘Good Life’ implies the high-end residential feel of five star hotels. We also art directed a suite of new product photography with minimal room environments to emphasize the luxurious fashion feel of the brand. We elegantly typeset the tagline along with the new photostyle, and used it consistently on all campaign touchpoints: e-blasts, trade ad, webpage, postcards and trade show signage. This campaign extended to in-show product brochures and after party invitations.