As the lead creative for America’s Beauty Show (ABS) and its parent organization, Cosmetologists Chicago (CC), I helped define and evolve the brand’s visual identity for over 25 years. ABS is one of the largest and most influential trade shows for licensed salon professionals in North America, demanding bold, fashion-forward creative to engage a highly visual, trend-savvy audience.

During my tenure, I led the development of award-winning campaigns across advertising, event branding, and on-site experiences. From concept through execution, I directed everything from large-scale print and digital ads to immersive signage, collateral, and environmental design.

A standout project included the creative direction and design of CC’s 100th Anniversary campaign—a comprehensive timeline featured in print and as kiosk signage throughout the show, celebrating the organization’s legacy while educating attendees, exhibitors, and members.

For the past five years, I’ve continued my work with ABS and CC as a freelance Creative Director, maintaining brand consistency while introducing fresh creative solutions to keep the show relevant and ahead of industry trends.

This long-standing partnership highlights my ability to strategically guide a brand’s creative evolution over time, while continually delivering high-impact, design-driven results.