GCP Applied Technologies “Weathering The Storm” Installation

Role: Art Director, Graphic Designer

Context

GCP Applied Technologies needed a standout presence at a major industry trade show to promote their weatherproof roofing products. The challenge was to communicate the product’s durability and performance in extreme weather conditions without relying on static, technical messaging and grab attention in a busy, distraction-filled event environment.

Trade show (Print, Digital, Experiential)

Solution

We concepted and brought to life an immersive trade show experience centered on the idea of “weathering the storm.” I led the design and art direction across multiple touchpoints, from booth layout and video backdrops to physical signage and product sample integration. The highlight was the Storminator, a money-booth-style experience that placed visitors in a whirlwind of confetti. Participants raced to grab as much as they could before the timer ran out and walked away with a t-shirt, gift card, and the winner, an “I Survived the Storminator” trophy.

To support the experience, we designed looping video content and bold, atmospheric backdrops depicting wind, snow, and rain, all designed to dramatize the very conditions the product is built to withstand. The installation transformed the usual passive booth into an engaging, memorable encounter that encouraged photos, conversations, and brand recall.

Impact

  • Attracted consistent foot traffic and created buzz throughout the event

  • Boosted product awareness through playful, hands-on interaction

  • Created a memorable branded moment that tied directly back to product benefits

  • Participants often wore or shared their trophies and tees, extending the experience beyond the trade show floor

Trade Show Experience

Layout

The booth’s immersive layout featured bold looping backdrops of storm visuals with snow, wind, and rain. The central Storminator booth drew consistent traffic and dramatized the theme of “weathering the storm”.

Experience

The Storminator drew crowds with its whirlwind confetti challenge, turning the trade show into a playful, hands-on experience. Winners walked away with tees and cheeky trophies, fueling buzz across the trade show floor.