ABOUT

Exhibition Graphics | Brand Evolution | Large-Format Print Design

Between UK and European trade shows, SPS EU Ltd regularly required impactful banner graphics to support product launches and reinforce brand visibility on the show floor. I was frequently briefed to create these large-format visuals, and 2016 marked a turning point in my approach, and in the evolution of the SPS brand aesthetic.

Creative Direction:
Historically, SPS show graphics leaned heavily on bright, bold colours and busy layouts. As part of my broader vision for a more refined and professional brand image, I began transitioning the visual language to something cleaner, sleeker, and more design-conscious.

Key stylistic shifts included:
• Simplified colour schemes and controlled contrast for greater visual clarity
• Stronger typographic hierarchy, making key messages easier to digest from a distance
• Minimalist layouts that let hero products take centre stage
• Better use of negative space to balance visual impact with elegance

These banners served not only as physical backdrops but as signals of a brand growing into its maturity, more confident, less chaotic.

Key Contributions:
• Design and execution of large-format banner graphics for multiple UK and European trade shows
• Pioneered a move away from dated, overly vibrant styles toward a more premium and cohesive brand aesthetic
• Helped reposition SPS visually within a competitive B2B market, aligning graphics with modern design standards
• Contributed to the gradual brand refresh seen across other marketing materials and touchpoints

This project represents a pivotal moment in SPS’s design evolution, and highlights my role in pushing the visual identity forward, subtly but strategically, through every format, including the often-overlooked banner stand.