MAGIC Market Week

Branding / Copywriting / Creative Strategy / Editorial Direction

Creative Challenge

Advanstar’s Fashion Group, the largest fashion tradeshow producer in the U.S. (owner of MAGIC Men’s, PROJECT SHOW, ENK International, WWDMAGIC, and POOL, to name a few) needed to demonstrate its understanding of and respect for developing areas in men’s and women’s fashion. Their challenge was to present a more personal and relevant brand image for all of MAGIC Market Week and to support ongoing engagement with fashion buyers, brands, and press.

Creative Solution

Daryl and her creative partners developed an umbrella branding campaign “Your moment is here” to represent the diversity of the marketplace while still presenting one unified look and feel. They executed print ads, direct mail, emails, a quarterly magazine, environmental signage, and conceptual exhibition areas in multiple categories that showcased emerging fashion designers and generated buzz that inspired the entire show.