For the 2023 SEMA Show in Las Vegas, I handled art direction and design for booth graphics representing both sides of the MagnaFlow Group: MagnaFlow Exhaust and Camburg Suspension. The booth had a split layout, with each brand featured on one half of the space. Under creative direction from Jeff Hermann and structural booth design by Richard Waitas, my goal was to create a shared visual language that connected both brands while still highlighting what makes each one distinct.
MagnaFlow Group
Booth Design
BOOTH DESIGN
Richard Waitas
CREATIVE DIRECTION
Jeff Hermann
ART DIRECTION/GRAPHIC DESIGN
Arturo Torres
The Concept
The idea was to visually support the featured vehicle builds while maintaining balance across two different brand identities. I created a set of backdrops tailored to each build—off-road themes for Camburg, high-performance street scenes for MagnaFlow. At the same time, I used a consistent visual style across both sides, so the booth would feel cohesive even with two different brands sharing the space.
The Graphics
Each backdrop was designed to match the personality and environment of the vehicle it supported—desert and forest landscapes for Camburg’s off-road builds, and urban settings for MagnaFlow’s street and performance cars. The design system used shared tones, linework, and layout rules to create visual flow between the two sides, tying everything together without flattening either brand’s voice. The result complemented Richard Waitas’ booth structure and brought clarity to the brand split.
The Booth
The final space delivered a clean, unified look while keeping each brand’s identity intact. The vehicle backdrops helped ground each build in its world, while the shared design approach made the entire booth feel like one story told in two voices. It gave MagnaFlow Group a strong, balanced presence at SEMA and helped both brands stand out—together.
