Marine Omnichannel Campaign & IBEX Trade Show
Lippert's marine presence at IBEX had historically been mismatched and non-cohesive, lacking the visual authority needed to signal market leadership in a highly competitive industry space. The challenge was clear: show up at North America's largest marine trade show looking like the unquestioned leading supplier in the industry. Starting roughly six months before the show, the team kicked off deep cross-functional planning across display and operations, content, design, sales, and marketing leadership to build something worthy of that ambition.
The result was "Go Farther" — a unified campaign platform and visual identity system that carried through every touchpoint from the trade show floor to print and digital advertising, product video, and a full social media campaign running before, during, and after the show. I led the ideation and creation of the campaign's visual guidelines and direction, then applied that system hands-on to the booth design, signage, and displays that brought it to life at IBEX. The campaign didn't stop at the show — it carried through the following year across various activations, establishing Go Farther as an ongoing platform for the marine business.
Led a full cross-functional collaboration spanning display and operations, content writing, design, sales, and marketing leadership across a 6-month pre-show planning cycle
Developed the campaign visual identity and guidelines that served as the creative foundation across all omnichannel materials
Designed the full IBEX booth, signage, and displays — transforming a previously mismatched presence into a cohesive, bold brand statement on the show floor
Campaign extended across print and digital advertising, product videos displayed throughout the booth, and a robust social push before, during, and after the show
Carried campaign momentum beyond IBEX through a year of ongoing activations, establishing Go Farther as a sustained marine industry platform
Recognized internally for delivering a show presence that matched the ambition of the "Big and Bold" brief
In Their Own Words
"Stop and stare. I went into the show on Sunday to help with setup — maybe 50% done — and saw two competitors just standing near our display looking. I walked over and asked 'what do you think boys?' They said 'man, you guys show so well, you look like the complete package even though you have numerous brands in the booth.' Over the next three days we had customers, suppliers, and yes, competitors all compliment the display. A true testament to who we are and what we offer." — Marine Sales Lead
