While preparing for one of the largest trade shows in North America, this young medical device company found itself in a bind. The company was dissatisfied with the booth design provided by a trade-show house, and with only 6 weeks to go, contacted LSHD to get the project back on strategy. We counseled the company to lead with its brand, as it would help to establish name recognition in the competitive market. The approach also ensured the materials could be used in the future, as no show-specific messaging strategy was tied to the design. The finished booth complemented the company’s promotional materials, helping complete an engaging, informative brand experience.