MagnaFlow Group

Booth Design

When MagnaFlow Group prepared for the 2024 SEMA Show, the challenge was clear: two distinct brands, MagnaFlow and Camburg, needed to coexist within a single custom booth environment without diluting their identities. The booth had to feel unified, but still speak directly to different enthusiast markets, from off-road to muscle to imports.

I led art direction and visual strategy for the project, partnering with VP of Brand Jeff Hermann and Senior Marketing Manager Brad Koch. My responsibility was to define a system that could organize multiple audiences, vehicles, and product categories into one cohesive brand experience.

BOOTH DESIGN
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CREATIVE DIRECTION
Jeff Hermann

MARKETING LEAD
Brad Koch

ART DIRECTION
Arturo Torres

GRAPHIC DESIGN
Arturo Torres

Defining the System

Rather than approaching the booth as a collection of individual graphics, I developed a modular visual system built around four themed collages. Each collage represented a specific audience segment, allowing the booth to communicate with different markets without fragmenting the overall identity.

This structure created flexibility within consistency. The segmentation concept and visual framework were presented to executive leadership and approved as the foundation for the booth’s direction.

Typography, color hierarchy, and composition were standardized across all panels, ensuring that while the imagery shifted by audience, the visual language remained unified.

Execution Across Environments

Exterior wraps featured brand ambassadors placed in real-world environments that directly reinforced the display vehicles. A desert landscape supported the Jeep Wrangler 392, while an urban setting complemented Salvaggio’s custom Barracuda. These environments were not decorative, but contextual, grounding each vehicle in the lifestyle it represented.

Inside the booth, the approach shifted to a cleaner, category-driven system highlighting MagnaFlow Group’s five core markets: Jeep, SUV, truck, import, and muscle. Messaging was intentionally restrained. The focus was clarity and navigation rather than promotional overload, allowing visitors to quickly understand who the brands served.

The Outcome

The final booth delivered a cohesive, structured experience that felt deliberate from every angle. It balanced bold visual energy with strategic segmentation, guiding attendees intuitively through the space.

More importantly, the visual system established at SEMA became the foundation for MagnaFlow Group’s event graphics over the following two years. The framework influenced subsequent trade shows and brand activations, extending the impact of the original strategy well beyond a single event.

This project reflects not just graphic execution, but system design, stakeholder alignment, and long-term brand influence.