An event brand has a shorter shelf life than almost any other kind of brand, and a harder job. A festival or conference has to build recognition fast, sell tickets or exhibitor space against a hard deadline, and then deliver an experience that justifies bringing people back next year. That combination of speed and delivery is why the agency question for events looks different than it does for an ongoing consumer brand. Branding for a recurring event needs to solve a specific

A trade show booth has about three seconds to earn a second look, which is a brutal amount of pressure for a single physical structure to carry. Most exhibitors spend the bulk of their budget on the booth itself and almost nothing on what happens the other 51 weeks of the year, which is backwards. The booth is one moment. The agency worth hiring treats it as one moment inside a bigger strategy, not the whole strategy. Booth design and management is a specific discipline that