Accomplishments
30%
Increase in perceived value
among attendees and prospects
25%
increase in brand recognition
among all audiences
85%
Faster Directory Production
from 2 weeks to 2 days!
Part of Nielsen's trade show division, ASD/AMD (Associated Surplus Dealers and Associated Merchandise Dealers) (now ASD Market Week) operated a portfolio of shows including the second-largest trade show in the United States by physical size, alongside regional shows in New York, Atlanta, and Rosemont, plus a Military, Tactical and Outdoor segment. These shows served as the primary marketplace for high-volume and low-cost retailers—99¢ stores, convenience stores, gas stations—while simultaneously hosting the ASD/AMD Jewelry Show for jewelers seeking quality goods in bulk. Attendees could purchase a 79¢ tube of toothpaste, an ATV, and 400 yards of silver chain at the same event.
Starting as a part-time contractor, I was soon hired as the Creative Director, where my role encompassed creative direction, art direction, production management, and hands-on production across all channels. I led a two-person art department responsible for the complete visual presence of the show portfolio—from brand identity and marketing materials to show signage, web design, and publications.
ASD/AMD Rebrand
2008-2009
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ASD/AMD
Explore the 2008 Style Guide
ASD/AMD was my first large scale visual identity.
Balancing Quality and Market Positioning
One of my primary responsibilities as Creative director for ASD/AMD was developing a new visual identity for the entire trade show portfolio and deploying it across all channels. The challenge was twofold: I needed to create distinct personalities for each location while maintaining consistency and cohesion across the portfolio, and I had to strike a delicate balance in tone and positioning for an audience that defied simple categorization.
The shows catered to both budget retailers and quality jewelers—a unique market that required the brand identity to project value and quality without appearing "high-end" in a way that would alienate our core audience of cost-conscious retailers. The visual system needed to elevate the perceived quality of the shows themselves without making vendors feel the shows were too sophisticated or expensive for their needs. The identity we created walked that line successfully, allowing us to increase perceived quality and professionalism while remaining accessible and relevant to our target market.
Streamlining Production at Scale
Beyond brand identity, our small team designed and produced all print media, marketing materials, and show graphics, alongside extensive web design work. This included a complete redesign of the ASD/AMD website and the launch of an eBay-style marketplace allowing vendors to buy and sell outside the show schedule—extending the show's value proposition throughout the year.
I also developed an XML-driven publishing workflow that transformed our production capabilities. Our largest show book—over 600 pages—went from requiring several weeks of production time to just a few days. Additionally, I redesigned the bi-annual show magazine from the ground up, establishing a new standard for quality and efficiency across all publications.
Small Team, Big Results
Our tiny two-person team accomplished substantial work on tight deadlines while reducing costs and driving measurable improvements in awareness, recognition, engagement, and revenue across the show portfolio. The new visual identity elevated the brand without alienating the core audience, the redesigned web presence extended customer engagement beyond show dates, and the streamlined publishing workflow freed our team to focus on strategic creative work rather than production bottlenecks. What began as a comprehensive creative mandate became a transformation of how ASD/AMD presented itself to the market—establishing a professional, cohesive presence that served diverse audiences while supporting the business's growth objectives.
Key Accomplishments
30%
Increase in perceived value
among attendees and prospects
among attendees and prospects
25%
increase in brand recognition
among all audiences
among all audiences
85%
Faster Directory Production
from 2 weeks to 2 days!
from 2 weeks to 2 days!
