A hospitality software brand on a crowded show floor - standing out meant showing the human side of the technology.

 

Fourth is a workforce and inventory management platform built for restaurant and hospitality operators. The NRA Show draws tens of thousands of foodservice professionals, making it one of the industry's highest-stakes brand moments - and one of its most competitive exhibition environments.

​

Role:

Developed the full booth concept and creative direction, centering the visual approach on real people in realistic hospitality settings to illustrate how Fourth's software makes operations run smoothly. The direction was deliberately light and modern — less tech demo, more human story. Managed all event graphics and coordinated with print and event production vendors. Concepted and designed a custom hot sauce label for a branded giveaway that became a memorable booth touchpoint.

​

Outcome:

A cohesive, high-visibility presence that communicated Fourth's value proposition through imagery rather than feature lists, giving booth staff a visual platform to open conversations with operators already seeing themselves in the work.