WeddingPro at WeddingMBA
Wedding MBA is the largest conference for wedding professionals and one of WeddingPro's biggest brand moments of the year. With the largest booth on the show floor and new company leadership, WeddingPro needed an experience that signaled where the brand was headed: more elevated, transparent, and innovation-led.
For the third year running, I led creative strategy and design direction for the booth and its entire ecosystem. From the onsite environment and digital promotion to swag, giveaways, keynote support, and app launch storytelling, every touchpoint was designed to feel elevated while reinforcing WeddingPro’s commitment to the professionals it serves.
Role: Creative Strategy & Design Direction
The Results
2023: A Splash “Best of Event Marketing” design winner
2024: The top revenue generating event for WeddingPro ($659k)
2025 (featured creative below): $332K in Annual Contract Value (110.7% to goal) from on-site opportunities, 138% of Marketing Qualified Account goal achieved, and 2,200 pieces of swag distributed
The system
The visual system was built to make WeddingPro’s product evolution feel clear, exciting, and community-driven. With the revamped app debuting onsite, we used tech-inspired cues like gradients, rounded screens, and clean typography, paired with warm messaging that helped pros quickly understand the value of partnering with WeddingPro, what was new, and why it mattered to their business.
More than a booth
We wanted the booth to feel like a community space, not a sales floor. From peer-to-peer postcards, a vendor advice hotline, and coffee chats to coveted giveaways and a surprise drumline, every activation gave pros a reason to stop, stay, and connect.
Education on the floor
Education is core to WeddingPro, and it ran through everything — Success Stations, product demos, breakout sessions, and the CEO keynote. I directed my team through it all, with a special focus on the design of the keynote presentation to help our CEO’s vision feel polished, clear, and impactful.
Launching the app
To support the new WeddingPro app, the team created launch emails, social graphics for the on-site iPhone giveaway, and a looping sizzle reel at the booth.
The Results
24% adoption rate (14% over goal)
+135% email CTR vs. benchmarks
4× higher app engagement vs. legacy in month one
Swag worth keeping
Conference swag is usually forgettable. I pushed for pieces pros would actually want to take home — leaning into industry-insider humor and the inside jokes of the job, so the brand traveled home with them.
Team & PartnersBri Velardi (Lead Designer), Sean Hochberg (Lead Copywriter), Phoebe Delmonte (Designer), Morgan Drumheller (Copywriter), Daniela McInerney (Photo/Video Producer), Susie DiHarce (Event Programming), Superside (Motion Graphics)