Identity for the largest contract design show in North America held every year in Chicago’s historic Merchandise Mart.

Since 1969, NeoCon serves as the commercial design industry’s launch pad for innovation—offering ideas and product introductions that shape the built environment today and into the future.

Neocon 2018 ad 3 2

Coinciding with its 20th annivesary, the rebrand introduced a new logo and a framework for its ongoing yearly campaigns.

Neocon signage ext 3 2

The new campaign translated the design community’s anticipation of this yearly 3-day event into a gradient, giving plenty of room for the new logo to take centerstage.

Using a few core elements, the design system varies in expression, adapting to the event’s wide-range of applications.

Neocon 2018 brochure 3 2
Neocon 2018 street banners 3 2


  • Website
  • Studio
    Maiarelli Studio
  • Role
    Design, motion, website development
  • Creative direction
    Giona Maiarelli
  • Project management
    Louise Lassen