Sweets & Snacks Expo Tradeshow Booth

From Brief to Booth in Three Weeks:
Delivering a Larger-Than-Life
Mondelez Experience

Designing a Show-Stopping Tradeshow Experience in Record Time

01 — The Challenge

17 brands. One massive undertaking.

Mondelez International came to Phoenix Creative with a problem: Create the entire visual design for a massive 50’ x 70’ booth—every graphic, every screen, every brand moment—all in just three weeks from kickoff to install.

This wasn’t just a booth. It was a high-stakes, high-visibility environment representing 17+ brands for one of the most important events in the snack industry.

02 — The Situation

A massive space with a million moving parts.

Mondelez had partnered with Derse to concept and build the physical structure—complete with bold, immersive elements like oversized brand features and experiential installations.

Phoenix Creative was brought in to bring the entire experience to life visually without overwhelming the Mondelez marketing team with the vast number of details, considerations, and deadlines necessary to bring the booth to life.
  • Define the look and feel of the booth
  • Design all environmental graphics
  • Produce all video content across multiple large-scale displays
  • Develop digital engagement tools tied to the booth experience
All while the physical structure was still evolving.

03 — The Approach

Move fast. Think big. Make every detail count.

Phoenix didn’t treat this like a typical project—because it wasn’t.

‍1. Establish the Visual System Immediately
With production timelines already in motion, the team rapidly established a clear brand hierarchy to ensure each product had presence—without overwhelming the space. From this, the team developed a cohesive visual tone and language that could scale across:
  • Established powerhouse brands like OREO and RITZ
  • Better-for-you and emerging brands like CLIF and belVita
  • New venture brands still building recognition
2. Build While the Blueprint Was Still Changing
Unlike most trade show projects, final specs weren’t locked when design began.

Phoenix worked in lockstep with Derse and Mondelez to:
  • Interpret evolving booth layouts in real time
  • Adapt creative to shifting dimensions and placements
  • Deliver print-ready and screen-ready assets on overlapping timelines
  • Involve Mondelez on critical points of creative and production while freeing them from dealing with burdensome minutia
3. Execute at Scale (and Speed)
In just three weeks, with minimum hassle to Mondelez, Phoenix delivered a massive volume of assets across three categories:
‍
PRINT
  • Branded meeting rooms (OREO, RITZ)
  • Large-scale environmental graphics (logo walls, brand walls)
  • Product-focused counter graphics
  • Staircases, doors, and architectural elements
  • Engagement signage and branded materials
VIDEO
  • Overhead hanging display content
  • LED wall storytelling for key brands
  • Numerous screen-specific video loops
  • Insight-driven content and booth announcements
DIGITAL
  • Interactive booth engagement experience
  • Landing page and email integration
  • Custom Snapchat filter

04 — The Result

A larger-than-life experience that delivered.

A tightly connected team powered the entire effort. Instead of relying on strict processes, the Phoenix team leaned into:
  • Direct communication
  • Rapid decision-making
  • Deep familiarity with the Mondelez brand portfolio
  • Individual project ownership and subject matter expertise
That combination allowed the team to move quickly without sacrificing quality and with minimal stress to the Mondelez team.

Heading

Heading

This is some text inside of a div block.

05 — Why It Worked

A larger-than-life experience that delivered.

Phoenix Creative thrives in moments like this—not in spite of the pressure, but because of it.
  • Nimble team structure → faster decisions, fewer bottlenecks
  • Deep brand familiarity → no ramp-up time required
  • Collaborative mindset → seamless integration with partners like Derse
  • Executional rigor → every detail delivered, even under extreme timelines
  • Focus on ease to client → maximum results with minimum demands on client bandwidth 
“Your booth was incredible at Sweets and Snacks; one you should be very proud of…Kudos to the designers!”
— Vice President, Trade Marketing
S. Abraham & Sons, Inc.

THE TAKEAWAY

Great work doesn't wait for perfect conditions.

Three weeks. Dozens of deliverables. Seventeen brands. One unified experience.

This project proves that with the right team—and the right mindset—“impossible timeline” doesn’t have to mean compromised work.

NEXT CASE STUDY →

Schaeffer SEASON SWEEPS