The Brief
Pacific Natural needed a presence that competed visually with category giants at grocery industry tradeshows. The challenge: a mid-size brand budget, a small on-site team, and five different floor plans across five events.
The Approach
Jim designed a modular fabric tension system built around a 3-panel hero backdrop, two flanking towers, and a table graphic system. Every element connects without tools and ships flat in under three cases. The visual language is product-forward with oversized photography and minimal copy — built to read from 30 feet.
The Outcome
The system debuted at the Western Foodservice Expo in Vancouver and drew 40% more booth visits than the previous pop-up setup. The brand signed two new distribution partners at the same show.
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