My Role: Senior Graphic Designer – IMTS Brand Lead
Organization: AMT – The Association For Manufacturing Technology
Organization: AMT – The Association For Manufacturing Technology
The IMTS Exhibitor Workshop is a free, in-person training event held at McCormick Place in January 2026 to help companies get more out of exhibiting at IMTS, from booth operations to marketing before, during, and after the show.
When the campaign started, the team didn’t have a direction. Exhibitors are already invited to plenty of industry conferences, and a workshop that looked like just one more to add to their busy schedules would be easy to ignore. I proposed flipping the expectation. The headline “THIS IS NOT A CONFERENCE” sits on the most conference-looking photo we had, and the contradiction stops people long enough to read the next line: it’s a practical tool for succeeding at IMTS 2026.
I wrote the headline copy and designed the visual system. I kept the IMTS 2026 colors and type so the workshop clearly belonged to the show, and let the message give it its own personality. The campaign ran across print ads, posters, Instagram, and LinkedIn, including reminders for the registration launch and hotel reservation deadline.