Sounding Board: Brand Launch at ATD 2023

summary

overview

To successfully launch Sounding Board's new brand identity at the 2023 ATD Trade Show. The mission was to treat their largest 20ft x 20ft booth as a seamless brand experience, ensuring total cohesion and strategically targeting their Ideal Customer Profile (ICP).

challenge

As a growing Silicon Valley startup, Sounding Board needed its debut rebrand presentation to be authoritative and seamless. My challenge was translating the new brand system into a large-scale, three-dimensional marketing environment. This required leading critical design choices—from the spatial strategy to the digital assets—to clearly articulate the value of leadership coaching and drive targeted engagement.

client

Sounding Board Inc.

Los Angeles, CA, United States

Website

industry

SaaS
Silicon Valley Tech Start-up
Professional Development

my services

Visual Communication
Motion Design & Production
Cross-Functional Leadership/Stakeholder Management
Marketing Strategy Execution

the process

step 1

Environmental Design & Brand Strategy: Led the full design direction for the trade show booth. Defined the spatial strategy, information hierarchy, and visual assets to ensure cohesive brand application across a large physical space.

step 2

Cross-Functional Alignment: Collaborated closely with the Marketing Team and Executive Leadership to ensure all creative decisions were strategically aligned and received stakeholder buy-in.

step 3

High-Impact Content Production: Handled the end-to-end concept, animation, production, and editing of a critical sizzle reel. This asset was custom-designed for rapid consumption, effectively communicating the company's service to a broad audience.

step 4

Successful Execution: Managed the final production and deployment, ensuring strict brand governance and consistency across all large-format graphics and supporting promotional materials.

gallery

impact

The project delivered Sounding Board's most successful trade show presence to date. By applying strategic design principles to the entire environment, we established instant brand authority and clarity. The cohesive experience, anchored by the CEO-approved high-impact sizzle reel, positioned the company as a market leader and significantly boosted outreach.

Result of optimizing the physical space and messaging for targeted lead acquisition.
Success of motion design in simplifying a complex service offering for high-traffic viewing.
Indication of high-quality leads generated through clear, strategic communication.