At the 2024 SEMA Show, I led art direction and design for MagnaFlow Group’s shared booth—bringing together the MagnaFlow and Camburg brands under one cohesive story. Working with Jeff Hermann on creative direction and Brad Koch, Senior Marketing Manager at MagnaFlow, we built a unified brand experience within a custom structure by Image Options. My focus was making sure the booth not only looked strong, but also supported the brands’ presence in multiple key markets.
MagnaFlow Group
Booth Design
BOOTH DESIGN
Image Options
CREATIVE DIRECTION
Jeff Hermann
MARKETING LEAD
Brad Koch
ART DIRECTION
Arturo Torres
GRAPHIC DESIGN
Arturo Torres
The Concept
The booth needed to represent how MagnaFlow Group connects with a range of audiences—from off-road enthusiasts to car builders and motorsport fans. I developed a visual system built around four themed collages, each aligned with a specific audience segment. These wrapped the booth exterior, paired with scenic backdrops that set context for the display vehicles. It was a way to tell one story across multiple environments—visually consistent, but flexible enough to speak to different markets.
The Graphics
Each collage featured brand ambassadors in real-world settings, paired with backdrops that connected directly to the featured vehicles—like a desert scene for the Jeep Wrangler 392 or an urban environment for Salvaggio’s custom Barracuda. Inside the booth, we used clean, market-focused visuals to represent the five core categories MagnaFlow Group serves: Jeep, SUV, truck, import, and muscle. The design avoided heavy messaging, keeping it visual, clear, and easy to navigate.
The Booth
The result was a blended brand experience that felt unified from every angle. The booth design pulled people in with bold, approachable visuals, then helped them quickly understand who MagnaFlow Group is for and what they stand for. Every visual choice was made to support the brands’ presence, connect with their audience, and create an experience that felt curated—without being overdone.
