EXHIBIT PROFILE
“This year’s exhibit drove a 100-percent increase in booth traffic and lead generation.”
AFTER NPEW 2025
Rebrand Redesign: Advantage Solutions at NPEW 2025
BEFORE NPEW 2024
by Lynn Larson
A
major brand update can prove an invaluable opportunity to reposition your organization in the marketplace and reeducate your target audience on the evolution and expansion of your offerings. But it can also come with unforeseen charges, from the upfront creative investment to the costs associated 44 Jul/Aug/Sept 2025 Exhibit City News
with restocking promotional products and reskinning corporate assets. When done correctly and efficiently, however, the value far outpaces the expense. Such was the case for Advantage Solutions, which enlisted Storylink Creative to completely redesign its exhibit and debut its new brand identity to the world at Natural Prod-
ucts Expo West (NPEW) 2025 in Anaheim. The resulting exhibit needed to convey the company’s new branding and represent the full breadth of Advantage Solutions’ services, all with a little multimedia magic and a pinch of personality to help it stand out on the frenetic NPEW show floor. To keep costs contained
(and free up funds to reinvest in up-leveling the redesign), Storylink looked to the company’s most recent NPEW booth. Reusing the existing Moss framing system would render the new booth more affordable and inherently sustainable. The associated savings, then, were redistributed into the exhibit in the form of