Pursuit of Next began as a unifying campaign concept prior to my time at Huber Engineered Woods. Originally used exclusively at the International Builder’s Show, the campaign was created to connect three distinct brands under one cohesive message, despite their different applications and audiences.

After joining the team, I helped evolve how the campaign was activated across our broader trade show strategy. While I did not design the original IBS booth concept, I executed the booth onsite and updated select graphics to ensure the messaging remained aligned and current. More importantly, I expanded the campaign beyond IBS, integrating the Pursuit of Next narrative into additional national shows.

To support this growth, I developed a scalable booth concept for smaller 10x20 spaces, allowing us to maintain brand cohesion and campaign continuity regardless of footprint size. What began as a single show initiative became a consistent, multi-show strategy that strengthened brand alignment and presence across markets.