CAMX 2023 Trade Show
Visual Identity Concepts

Work for hire by Lara Lee while employed at CSG Creative with permission for Lara Lee to display for self-promotion for the Composites and Advanced Materials Expo (CAMX), an expo produced by the American Composites Manufacturers Association (ACMA) and the North America Society for the Advancement of Material and Process Engineering (SAMPE). 

ACMA CAMX 2023 Visual Identity Concepts

Background

The American Composites Manufacturers Association (ACMA) and the North America Society for the Advancement of Material and Process Engineering (SAMPE) work together to produce the annual Composites and Advanced Materials Expo (CAMX). It represents the largest event for composites and advanced materials professionals. Over 6,000 C-suites, researchers, technicians, educators, and more attend the expo each year. 

CAMX rotates its location every year and markets to different industries that are most likely to attend that location. For the first time, CAMX visits Atlanta in 2023. Therefore, the 2023 expo will reach out to the marine industry in addition to the previous 19x other market verticals.

CSG’s VP of Creative, Megan Hall, invited me and three other colleagues to propose concepts for the visual identity of CAMX 2023. Megan tasked me in particular to design a concept with a strong focus on illustration. The client wanted to represent each market, so this complex illustration would fit a lot. I searched with full-color icons of composite and/or advanced materials used in each market. Consequently, my concept was also rather research-heavy to fully understand the applications. Furthermore, due to niche nature of this subject material, I ended up hand-drawing over half the icons.

We’re eagerly awaiting the announcement of the winning concept as of January 2023.

My Role

Graphic Designer
Illustrator

Art Direction

Megan Hall

Agency

CSG Creative

By the Numbers

Representing 20 Market Verticals
0 + Icons
Lead Time
0 -Day
Hours to Complete
0

Researching Materials & Applications

Megan Hall, VP Creative, gave me this inspo graphic (below) to recreate for CAMX. We liked the full-color icons and connected-ness.

The inspiration behind Megan’s vision for my visual identity concept: a complex, interwoven illustration of cocktail-inspired machinery.

Before starting, I need to know what to include. I researched how each market made use of composite and/or advanced materials. For example:

  • Automotive: chassis, camper and race car paneling, headlights
  • Construction: plywood, concrete, cabling
  • Consumer Goods: bicycle frames, hockey sticks, countertops
  • Medical: hip replacements, teeth fillings, bone plates/screws
  • Transportation: ship hulls, airplane wings/fuselages, spacecraft heat shields, sky lights, railway seating

I initially believed I could download an icon pack or few. However, searching Getty Images for things like “solid surface cast polymer” failed to yield much. Other results had limitations: the icons were too simple (monoline), too complex (unreadable), or irrelevant to the industry.

Instead, I drew icons myself in Illustrator. My favorite things I drew? These!

Laminate Composite [Icon]
Autocaster for Solid Surface Cast Polymer [Icon]
Crane [Icon]

Simplifying the Concept

Edits changed the tagline and reduced the market verticals represented to simplify the illustration.

1st Draft

My first draft which includes icons from all 18x verticals.

Simplification WIP

Animation showing the building of the illustration, with work-in-progress screenshots gradually growing larger and more complex until the end result is revealed.

Final

Color palette with a white base

Executing the Build-Out

A print mock-up of the three color palettes for the CAMX 2023 visual identity.
A small mock-up demonstrating how the yellow visual identity can be applied to a postcard.
A mock-up on a white CAMX ad appearing on a website. This ad shows just construction icons to appeal to that vertical.

Pitching to the Client

CSG Creative pitched our proposal to the client in November 2022. Megan Hall presented my and my colleagues’ concepts along with additional build-outs such as a mock-up email. The client loved the big and bold illustrations, so Molly’s and my concepts became the finalist visual identities. We’re eagerly awaiting their final decision!

Mine

Color palette with a white base

*Finalist!

Jeff Harris

Jeff Harris’ Concept

Jen Mercer

Molly Campbell’s Concept

Molly Campbell

Molly Campbell’s Concept

*Finalist!