• Client: Traders & Makers
• Industry: Retail / Handmade Goods
• Scope: Exhibition Stand, Lookbook, Press Release, Social Media
• Goal: Promote three brands at a trade show, attract buyers
Traders & Makers at 100% Optical 2025
The Challenge
• Traders & Makers needed a cohesive, eye-catching presence at the event.
• They wanted to highlight multiple brands while maintaining a unified look.
• The campaign had to work across print, digital, and social media.
The Solution
• Exhibition Stand Design – Large-format poster with strong branding.
• Lookbook Pages – High-quality product imagery and storytelling.
• A4 Press Release – Informative and press-ready content.
• Exhibition Page Banner – Digital presence on the trade show’s website.
• Social Media Videos – Engaging reels showcasing each brand.
• Promotional Poster – displayed at the exhibition stand
Exhibition Stand Design
Traders and Makers needed an exhibition stand that would showcase all three of the eyewear brands they represent – Einstoffen, Paname, and Vasuma – within a single, cohesive display. In a large and visually competitive exhibition space, it had to stand out while still allowing each brand to maintain its own identity.
One of the key challenges was working with brand-supplied images that didn’t fit the stand’s format. To solve this, I extended the imagery and carried out detailed Photoshop work to ensure everything scaled and aligned seamlessly.
The final result was bold, eye-catching, and had just the right impact – drawing attention and foot traffic throughout the event.
Lookbook Adverts
As part of the campaign, I created three simple, brand-focused adverts for the 100% Optical exhibition lookbook—one for each of the featured eyewear brands.
The goal was to keep the design clean and minimal, echoing the visual style of the exhibition stand and allowing the brand imagery to take centre stage. Each advert was tailored to reflect the identity of the brand it represented, while still sitting cohesively as part of the overall campaign.
A quiet presence, but perfectly in tune with the rest of the materials.
Social Media Reels
To bring each brand to life online, I created a set of three short-form video reels—one for each eyewear brand. The tone was modern and urban, designed to reflect the distinct edge and style of the collections.
The reels were shared on the exhibition’s official Instagram page in the lead-up to the event, helping to build awareness and generate interest.
They landed really well—the client was genuinely thrilled with the result, and the reels added a strong digital presence to support the physical campaign.
Exhibition Website Profile Banner
As part of the event’s digital presence, I designed a set of banners for Traders and Makers’ profile page on the 100% Optical exhibition website.
The banners needed to showcase all three eyewear brands clearly while staying true to the visual style established across the rest of the campaign. The design kept things clean and consistent, with a focus on bold imagery and clear branding—ensuring Traders and Makers stood out even before attendees arrived at the show.
Press Release
To support the campaign, I created a set of A4 press releases—one for each of the featured brands. These were designed to be clear, informative, and easy for press and buyers to pick up at the event or download online.
Each release highlighted the brand’s story, design philosophy, and key selling points, with a consistent layout that matched the rest of the campaign materials. The aim was to keep the messaging professional but accessible, helping potential stockists quickly understand what made each collection stand out.
Visually aligned with the lookbook and exhibition stand, the press releases added another layer of polish and cohesion to the overall presentation.
Promotional Poster
To support the trade offer during the show, I designed an A4 promotional poster highlighting a special incentive: Buy 20 frames, get 4 free. The poster needed to be bold, easy to read, and aligned with the rest of the campaign visuals.
It was displayed at the exhibition stand and used as a takeaway for potential stockists, reinforcing the key benefits of working with Traders and Makers. The design mirrored the look and feel of the exhibition materials, tying everything together visually while making the offer impossible to miss.
