CYT 2025 | Skylarfrisch

CREATE YOUR TOMORROW

I led the global 2025 annual branding campaign, driving the complete development of the visual language from concept through execution. This creative direction was brought to life at our largest tradeshow, NRF, where it set a new standard for brand presence and contributed to winning a Gold Stevie® Award for Marketing Campaign of the Year.

KICK-OFF

Kick-off for our annual campaign started mid July with the introduction of our theme, presented by our CEO and VP of marketing

INITIAL THEME: CREATE YOUR OWN ADVENTURE

Conjures images of the outdoors, an adventurous spirit, and the modularity and flexibility of our new systems

INITIAL PITCH

co-orchestrated by content writer, Christina Trimis and myself to our VP of Marketing showcasing our initial concepts and mood boards for the direction of the FY 2025 campaign

VISUAL CONCEPTS:

Design Language

Paid Media Treatments

Physical Treatments [in booth]

REFINEMENT

CREATE YOUR OWN ADVENTURE

CREATE YOUR TOMORROW

PIVOT TOWARDS MxP

While progress on refining our visual brand theme was well underway, leadership pivoted to focus more on our MxP Solutions—an offering designed to be modular based on specific needs within the retail segment. As a result, both content and visuals shifted to emphasize the flexibility and modularity of our hardware solutions.

LOGO LOCKUP

Initial Iterations

PROSCENIUM WALL

Our Proscenium wall spanned the entirety of our booth and was strategically placed towards the entrance of the NRF convention.

GOAL: create an eye-catching motion graphic that highlights Toshiba's products and the segments that we are present in. Also showcase innovation awards we have won.

Initial Concept Thumbnails: