Telling a trade show’s story through exhibitor profiles

My favorite part of writing the copy for the pre-show planner for NY NOW™, the Market for Home + Lifestyle (formerly the New York International Gift Fair®), was profiling show exhibitors; in this case, a select group of innovative designers and makers from companies like Alchemy Goods, Strand Design, Matouk, and Hand in Hand.

Sharon and Ted Burdett, Strand Design
Sharon and Ted Burdett, Strand Design

“Everyone should work with their spouse. At least, that’s what Sharon and Ted Burdett think, and it works well for them. In 2009, they left their respective design careers to open Strand Design in their home town of Chicago. From their studio in the West Loop, they provide product design services for clients, but also craft objects, by hand, from sustainably sourced and locally manufactured materials.”

For the past two years, I’ve been creating the written content for this digest-format print piece, mailed to more than 90,000 registered and prospective attendees – mainly retailers and interior designers – of this semi-annual trade show.