Problem:

Every year the National Retail Federation hosts a huge industry conference in New York called Retail’s Big Show. While this 4-day show has long been a must-attend event, as competition grows and budgets shrink, NRF needed to find new ways to stand out and prove Retail’s Big Show was one worth attending year after year.

Solution:

As a deeply collaborative team of strategists and creatives, we:

• Did deep-dive research into the retail landscape, creating a whitepaper on the future of retail and customer experience.

• Developed a theme for the show based on the research and manifesto to bring it to life.

• Proposed new sessions around key tensions, paired with compelling titles and speakers

• Created a deep messaging toolkit by audience, show feature, and key milestones. This copy became the bible, used everywhere across web, email, and advertising promos.

After our first year working together, NRF has returned for 5 years running and has also expanded the partnership to include brand strategy and story for 2 additional shows. I’m proud to have led this initiative from Day 1 as both a strategist and writer.