For the inaugural AUSA LANDEURO Trade Show in Germany in 2025, I was responsible for establishing the very first visual identity and overall brand direction for the new event. Designed for a large-scale international audience and a highly focused defense and industry context, the show demanded a clear, authoritative, and forward-thinking visual system that could define its future. Competing against 12 other designers in a highly competitive pitch process, my concept was selected by the client as the winning direction, setting the foundation for the event’s entire look and feel. The resulting design system established a strong, cohesive presence across the show floor and communications, positioning LANDEURO as a major new entry in the global trade show landscape.