LAUNCHING ATLAS GRAHAM AT A MAJOR INDUSTRY TRADE SHOW
I led the creative strategy and event marketing development for Atlas Graham's debut at a major industrial trade show in Toronto, creating a distinctive campaign that brought the company's history, brand personality and product offering together in a highly visible physical environment. The project combined creative direction, brand storytelling, event planning, content development and trade show marketing, with the goal of creating a memorable first impression while supporting customer engagement and B2B sales conversations.
THE OPPORTUNITY
The Toronto trade show provided Atlas Graham with an opportunity to introduce the brand to a new audience within an important industrial market. As the company's debut at the event, the challenge was to create a booth and campaign that would stand out on a busy trade show floor while communicating Atlas Graham's long history and expertise in manufacturing cleaning tools. The objective was not simply to display products. The event needed to create a memorable brand experience that would encourage visitors to stop, engage with the team and learn more about the company.
THE CREATIVE STRATEGY
I developed the campaign around the tagline:
"FIGHTING GRIME SINCE 1941."
The message connected Atlas Graham's long manufacturing history with the practical purpose of its products. To bring the concept to life, I developed a playful visual idea inspired by the familiar symbolism of a superhero signal, reimagined around the Atlas Graham brand. The concept gave the campaign a distinctive personality while reinforcing the company's role as a long-established manufacturer of professional cleaning tools.
BRAND STORYTELLING
The campaign used Atlas Graham's history as a central part of the brand story. Rather than presenting the company's longevity as simply a date or corporate fact, the creative concept turned its heritage into a memorable campaign message. The combination of the tagline, visuals and product presentation helped communicate:
• Atlas Graham's long history
• Its experience in manufacturing cleaning tools
• The practical purpose of its products
• The personality behind the brand
• Its experience in manufacturing cleaning tools
• The practical purpose of its products
• The personality behind the brand
This created a more engaging introduction for visitors who may not have previously been familiar with the company.
TRADE SHOW ENVIRONMENT
I led the visual development of the booth and supporting event materials. The trade show environment included:
• Custom artwork
• Large-scale branded backdrops
• Product displays
• Campaign messaging
• A showcase video
• Supporting visual materials
• Large-scale branded backdrops
• Product displays
• Campaign messaging
• A showcase video
• Supporting visual materials
The objective was to create a consistent visual environment where every element reinforced the campaign concept and overall Atlas Graham brand.
CONTENT & VISUAL DEVELOPMENT
The project included the development of a range of creative assets designed specifically for the trade show environment. This included visual content and a showcase video that helped introduce the company and communicate its heritage and product offering. Because the event represented an important brand introduction, particular attention was given to production quality, printer selection and proofing to ensure the final materials delivered the intended visual impact.
VISITOR ENGAGEMENT & SALES SUPPORT
The booth was designed to encourage visitors to engage directly with the Atlas Graham team. Once visitors entered the space, the event provided an opportunity for staff to introduce the company, discuss products and identify potential B2B customers. The trade show therefore supported both brand awareness and lead generation, connecting creative brand storytelling with the company's broader sales objectives. Visitor engagement and lead information were recorded by the team to support post-event sales follow-up.
MY ROLE
EVENT MARKETING
Led the creative planning and marketing development for Atlas Graham's trade show debut.
Led the creative planning and marketing development for Atlas Graham's trade show debut.
CREATIVE STRATEGY
Developed the central campaign concept and tagline, "Fighting Grime Since 1941."
Developed the central campaign concept and tagline, "Fighting Grime Since 1941."
BRAND STORYTELLING
Used Atlas Graham's history and heritage to create a memorable campaign narrative.
Used Atlas Graham's history and heritage to create a memorable campaign narrative.
CREATIVE DIRECTION
Led the visual development of the booth and supporting event materials.
Led the visual development of the booth and supporting event materials.
TRADE SHOW PLANNING
Developed the overall physical brand environment and visitor experience.
Developed the overall physical brand environment and visitor experience.
CONTENT DEVELOPMENT
Created campaign messaging, artwork and supporting visual content.
Created campaign messaging, artwork and supporting visual content.
BRAND MANAGEMENT
Ensured all event materials reflected a consistent Atlas Graham identity.
Ensured all event materials reflected a consistent Atlas Graham identity.
PRODUCTION COORDINATION
Managed print production requirements, supplier selection and proofing.
Managed print production requirements, supplier selection and proofing.
BUDGET MANAGEMENT
Worked within the available event and production budget.
Worked within the available event and production budget.
THE OUTCOME
Atlas Graham's Toronto trade show debut created a distinctive and memorable brand presence built around a clear campaign concept. The "Fighting Grime Since 1941" campaign transformed the company's heritage into an engaging piece of brand storytelling that worked across the booth, visual materials and visitor experience.
The event helped introduce Atlas Graham to a new industrial audience while providing the sales team with opportunities to engage prospective B2B customers and capture leads for follow-up.
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