Mailers and social Ad for Formnext Chicago,
Billboard displayed during competing manufacturing event.
Description
Formnext Chicago, the United States version of a highly successful German manufacturing trade show, wanted to enter the American market in partnership with an established manufacturing organization, and that was us, AMT. The project presented two primary challenges to me as the lead designer: working within a highly rigid, established European brand system and introducing an entirely new event to United States audiences. To address this, we developed a minimalist design approach that remained faithful to Formnext’s strict brand standards while still standing out in a competitive trade show environment.
We leaned into the brand’s unfamiliarity by pairing restrained layouts with intriguing headlines and exciting imagery of manufactured parts, creating curiosity and encouraging discovery. Although the event was ultimately canceled due to market competition, the project provided valuable experience in international brand adaptation and designing within complex constraints.