Guidance - MASCON Convention
Diamond-tier visual brand environment for Guidance Residential at MASCON 2025, the MAS Annual Convention in Chicago, 50,000+ attendees at McCormick Place. Directed 25+ on-brand assets, from the entrance LED wall to architectural column and window slings, digital lead totems, sky bridge and hotel lobby displays, and two full event presentations.
Directing the visual brand for a 50,000-attendee national convention
A 50,000-person convention is hundreds of exhibitors competing for the same eight seconds. I built the Guidance presence as an environment rather than a booth, so the brand owned the building's circulation instead of a square of carpet. An LED wall at the entrance. Architectural column and window slings through the concourse. Digital lead totems placed where curiosity peaks rather than where floor space was cheapest. Sky bridge, hotel lobby, and front desk displays reaching attendees before they arrived and after they left. The constraint was recurrence. Guidance sponsors MASCON every year, so the real decision was what should persist and what should refresh. I built the structure to carry: the booth architecture and the core system held across 2024 and 2025, with most of the design recycled rather than rebuilt. The surface stays free to move, and for 2026 the digital and print work goes to a new theme on the same bones.
