Redesigning a Hispanic Tradeshow Unlike Any Other

Expo Contratista is the National Hispanic Construction Trade Show, highlighting the significant contribution of Hispanic workers in the construction industry. As of 2023, Hispanics constitute over 30% of the workforce in construction, making EC a crucial platform for industry professionals and businesses.

EC 2023 took place in Houston, Texas, in September, a city where Hispanics make up 45% of the population, highlighting its relevance and reach within the community.

Introduction to the Project:

In April 2023, I joined Expo Contratista as part of 11/11 Media, a leading Hispanic marketing firm, tasked with enhancing the event's visual identity and marketing impact. As the Art Director, my responsibilities encompassed overseeing the brand refresh, developing digital and print marketing strategies, designing brochures, mailers, billboards, merchandise, booth displays, maps, handouts, motion graphics for screens, and advertisements. Additionally, I supervised the graphics and audio-video departments and managed show volunteers during the event.

Project Goals:

The primary objective was to elevate Expo Contratista to a national stature, emphasizing its uniqueness as a Hispanic-focused trade show. The design approach aimed for bold, striking imagery with impactful English and Spanish typography tailored for both exhibitors and attendees.

Execution and Challenges:

The challenge lay in creating visuals that resonated culturally while maintaining professionalism expected of a national event. We had to sell the show to exhibitors in English while showing the benefits to potential attendees in spanish without making it either too unprofessional for exhibitors or too intimidating for our audience. Each design element was meticulously crafted to reflect the vibrancy and diversity of Hispanic culture within the construction industry. 

The message was to both highlight the importance of Hispanics in the industry and convert them to take it upon themselves to attend for the good of their companies. The slogan "The Best Are Here!"/¡Los Mejores Están Aquí!" was embraced for this message, meaning the best companies exhibit at EC and the best in construction (Hispanics) attend. 

Results and Success:

Expo Contratista 2023 was a success, achieving heightened visibility and engagement among participants and exhibitors. The cohesive branding and visually distinct materials contributed to a memorable experience, reinforcing EC's position as a pivotal event in the industry.

Looking Ahead - Expo Contratista 2024:

Planning is already underway for Expo Contratista 2024 in Atlanta, Georgia. Building on the successes of 2023, the focus will be on further elevating the event's profile. Inspired by Georgia's state color, red, the designs will evolve to incorporate new elements while retaining the bold and culturally resonant aesthetics that define Expo Contratista. 

In conclusion, Expo Contratista 2023 marked a significant milestone in showcasing Hispanic influence in construction, with design consistency playing a pivotal role in its success. The journey continues with preparations for 2024, promising even greater visual innovation in a new podcast, new sub-branches events in the show, and a greater impact in Atlanta.