50,000 plus attendees at NeoCon 2024 last month in Chicago made it one of the largest in the show’s 56 year history. For furniture brands, manufacturers, designers and architects, sales teams, facilities managers and trade press, this is the most important contract furniture gathering in North America. “Design Takes Shape” was this year’s campaign theme. Based on the branding that we developed for a relaunch of NeoCon in 2018, we used shape-shifting forms that play across print and digital advertising, social media, environmental and directional signage, and all event communications.