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World Millwork Alliance
As a creative partner for Heartwood Brands, lead responsibility was taken for the environmental design of the World Millwork Alliance (WMA) exhibit at the NHLA 2025 Annual Convention.
Tasked with establishing a distinct "home base" for the WMA as an independent exhibitor, the project involved developing a high-impact physical presence designed to cut through the visual noise of a crowded industry floor.
Through a strategy of statement branding, the WMA’s core pillars were translated into large-scale environmental graphics and custom-wrapped architectural elements that prioritized immediate brand recognition. By implementing a clean typographic hierarchy and a cohesive visual wrap, the Alliance’s identity was scaled from a digital concept into a professional, high-traffic physical experience.
WMA Exhibit Booth - NHLA 2025 Annual Convention
Beyond the convention, collaboration with the WMA expanded into a strategic branding capacity to develop the identity for Women in Millwork. This sub-brand was designed to empower a specific sect of the industry, creating a visual language that balanced professional authority with a modern, inclusive focus. This work showcased the ability to scale brand systems across both massive physical environments and niche organizational identities.
Women In Millwork Brand Identity
Hardwood Matters Brand Identity Concepts
Crafted branding and example use-case materials to establish a coherent brand and voice for NHLA's initiative to create an industry-focused hardwood awareness association.
Concept 1
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Concept 2
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