NRF is retail’s largest annual tradeshow. To help UKG’s HR, pay, and workforce management solutions stand out following a 2025 rebrand, I developed the brand voice and messaging for the show, positioning UKG as an expert in the retail and manufacturing HR space. Working closely with designer Chase Downie, we developed booth graphics and signage, as well as collateral spanning social media, web, email, ads, and in-event activations, including door clings and vending machines.