CONEXPO-CON/AGG is North America’s largest construction trade show, held every three years in Las Vegas and attended by contractors, equipment owners, operators, and industry leaders from around the world.
For the 2026 show, I served as the primary creative and art director for Topcon’s presence across the event. I led the visual direction for the booth environment, campaign materials, and major brand activations, while also completing much of the hands-on design work. This included designing the environmental graphics for the booth structure and working closely with our exhibit house to prepare all large-format, print-ready artwork.
Inside the booth, I art directed the media across multiple large LED displays and helped structure the sequencing so the screens worked together as a cohesive visual story. I also designed a custom INDY NXT racecar livery for Topcon-sponsored driver James Roe. The car was displayed in the booth and designed to visually align with the booth graphics and campaign messaging.
The project extended beyond the convention hall. Topcon secured high-visibility digital sponsorships on the exterior media screens of Resorts World and Zouk Nightclub, lighting up the Las Vegas Strip with campaign visuals. I supported the art direction and asset development for these placements. During the show, Topcon also hosted its customer and dealer appreciation event at Zouk, where we branded the nightclub environment and produced a video ad for the large LED globe outside the entrance.
Throughout the project, I helped shape how the brand messaging and visual system were implemented across every touchpoint.
Contributors: Jonathan Biehl, Elmer Valenca, Dennis Hermanski, Evan Winters
I started with a visual moodboard to set the tone, energy, and graphic direction for the campaign. It helped align internal teams, our exhibit house, and external partners around a shared creative vision. From there, I translated the concepts into booth graphics, coordinated multi-screen media, custom INDY NXT racecar livery, citywide digital sponsorships, and custom 3D product renders to showcase Topcon’s equipment in engaging, visually dynamic ways. Close collaboration with our exhibit partner ensured all large-format graphics and digital displays translated clearly and effectively across the booth environment.
I created this moodboard to establish the visual tone and energy for the CONEXPO campaign. It helped align internal teams and external partners around a shared creative direction before translating the ideas into booth graphics, digital media, and large-scale brand activations.
Project highlight and takeaway
From moodboard to the Las Vegas Strip, it was incredible to lead and design such a large-scale, fully integrated campaign, bringing the booth, multi-screen media, custom INDY NXT racecar, and the Resorts World digital branding to life, lighting up the Strip with Topcon visuals.
The CONEXPO campaign generated over 5 million impressions across Topcon’s primary channels, a more than sixfold increase over a typical March week. During the event, Topcon gained over 1,400 new followers and LinkedIn engagement reached nearly 12 percent, well above the industry average. Video content from the show floor drove close to 250,000 views, capturing the energy of the booth for audiences who could not attend in person. The highest-performing post of the show was a full team photo from the booth, reinforcing that while the technology draws attention, the people behind the brand create the strongest connection.
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