At the International Roofing Expo, I transformed Huber’s Zip System Roof presence from a 10×10 inline booth into a 20×20 island exhibit, aligning the physical environment with the brand’s premium positioning in a key growth market. To unify sponsorship and booth engagement, I synchronized a branded happy hour with the Roof Flashing Clinic, extending education into the booth and encouraging deeper interaction. A life-size, walkable roofing vignette made the product tangible, turning passive visibility into an immersive, high-engagement experience that elevated perception and strengthened brand authority.