Creating a trade show marketing strategy and integrating branding throughout the collateral materials can build a new brand image and achieve results for any client. Let's take a look at how Stewart Industries International (SII) approached a rebranding effort and the results of that change.

The problem

SII, a well-established reseller of used and consigned aircraft parts in Guthrie, Oklahoma, was in need of marketing assistance. They had recently added MRO (maintenance repair and overhaul) and dismantling, end-of-life and recycling services for aircraft through their new location in Roswell, New Mexico. They were planning to participate in a trade show event in the fall to showcase this new service.

The problem was that the company's marketing materials had not been touched since their creation 20 years ago. SII needed help branding themselves in a way that reflected their new, growing capabilities and presenting themselves favorably aside the websites of their competitors.

They also needed to integrate the approach into their marketing collateral of all kinds, beginning with a desperately needed trade show exhibit for an upcoming trade show. SII made it clear they wanted to keep their logo, which had tremendous industry recognition, but needed to give their tired, unattractive website and graphics an exciting, updated look.

The solution

The first step in the branding process was to perform a business review. Research was conducted on their company, their competitors, their target audiences and objectives, as well as their efforts thus far.

Then a series of recommendations for the company — including an analysis of their competitors, a mission and positioning statement, as well as a branding statement/tagline for use in the marketing materials was developed. SII selected "Your partner on the ground, keeping you in the air," and work began on the company’s marketing materials.

First on the list was a new 20-by-20 island space booth design for SII. Height and hospitality were important concerns for SII, so the new design featured a hanging sign, and two sit-down areas to discuss business within the space. They wanted a corporate, professional and sophisticated design, with no flash or glitz. The hanging sign featured their new branding statement, and the entire design gave the impression of a progressive, technologically-advanced company.

SII designed new a website to reflect its new image and brand.


SII enjoyed their new trade show presence and started work on a stunning new company website. The modern, attractively-designed site features streamlined navigation and onsite photos of the company's planes, locations and employees. The improved Web presence is more comprehensive in content, and includes improved descriptions of SII's services, the company history, affiliations, the leadership team and more.

As SII received accolades for their new website, SII next wanted to produce a printed, trifold brochure for use onsite, at tradeshows and in their other marketing efforts. They were able to produce the brochure affordably and easily using content and art from the website. The brochure therefore shared the look and feel of the site to help strengthen SII's overall corporate image.

SII's brochures and marketing materials reflect a unified image and message.


SII was pleased with their new marketing materials and welcomed some media relations to announce their corporate changes. They created and distributed a news release about their new brand image and the launch of the new website to several trade publications. Many of them published the story online. Their presence on those pages continues to help with the company's organic search engine optimization every day.

The results

SII was able to strategically generate their new corporate voice and message prior to creating the marketing collateral. They then learned how to integrate those messages throughout their various marketing vehicles, including their trade show, Internet and media presences.

By using SII's graphics across collateral, the company now has a recognizable look and feel. Today, SII proudly represents itself with beautifully-designed, intentionally-focused pieces that target their audiences for results.