I had the opportunity to lead the complete creative direction and design of a 30×60 ft trade show experience for the iconic SEMA Show — the largest automotive convention in the United States. The project encompassed every visual and spatial touchpoint within the exhibit, including a two-story booth featuring seven custom-designed faces, full vehicle vinyl wraps for two trucks and a trailer, multiple pop-up and pull-up displays, a branded podium, and a full suite of supporting collateral. From product catalogs to company merchandise — including apparel, stickers, and keychains — every element was designed to create a cohesive, high-impact brand presence on and off the show floor.
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I was responsible for the complete redesign and production of Dee Zee’s 2025 product catalog — a 40-page publication featuring hundreds of products and thousands of unique SKUs. Working independently from concept through final production, I managed product photography, layout design, and visual direction while introducing updated, modern design elements that elevated the overall presentation. Every page was developed within the framework of Dee Zee’s established brand standards, balancing consistency with a more refined and impactful visual approach. The full catalog can be viewed with a click of this button.
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Despite the continued shift toward digital marketing, Dee Zee maintains a strong audience within the traditional automotive aftermarket space — particularly among long-time enthusiasts who still engage heavily with print media and direct mail. To effectively reach this demographic, I designed a range of advertising and editorial graphics for leading automotive publications including MotorTrend, Ratchet+Wrench, The Shop Magazine, and Keystone’s dealer-facing marketing materials. Each piece was crafted to align with Dee Zee’s established brand identity while optimizing readability, product visibility, and visual impact within a highly competitive print environment.
