Extending a Retail Brand Across Print and Space
At OPTO International, I supported the Business Development team through quarterly direct-mail campaigns and environmental graphics for major industry events. The work extended OPTO's brand across tactile print experiences and a large-scale tradeshow environment designed to attract attention and demonstrate the versatility of its retail fixture systems.
I designed quarterly campaigns ranging from broad brand introductions to targeted industry mailings. Each piece used format, layering, imagery, and physical reveals to spark curiosity while communicating OPTO's retail-design capabilities to prospective clients.
For GlobalShop 2019, I collaborated with engineers and interior designers to develop the visual identity and environmental graphics for a 40-by-20-foot booth. I designed large-scale fabric graphics, laser-cut metal panels, and interior signage that translated OPTO's brand into a 1920s-inspired retail experience.
The concept combined Art Deco and Art Nouveau influences with angled linework inspired by OPTO's CAD systems. A dark, speakeasy-style exterior created a dramatic presence while connecting the creative concept to the company's technical precision.
The interior was divided into two contrasting retail environments: an elegant airport pop-up shop with a softer aesthetic and a bold, bar-inspired space. Together, they demonstrated how OPTO's modular fixture systems could adapt to different brands, audiences, and environments.
The renderings established the booth's exterior presence, environmental graphics, fixture arrangement, and two contrasting interior retail environments before fabrication.
The completed environment translated the renderings into a cohesive physical experience combining signage, fabric graphics, metal panels, fixtures, lighting, and branded architectural details.
Copyright © 2026 Stephanie Carlson