My Learnings Taking Essence Cosmetics to ULTA FLC
Hey there!
I’m Brittney Martin, Artistic Director at Highway 85 Creative—a no-fluff, all-fire creative house delivering next-level trade show experiences. Since jumping into this world nearly three years ago, I’ve gone from a crash course in trade shows to leading the creative direction on some of our most exciting, high-impact builds.
One of the most defining moments in my Highway 85 journey was being a part of a 20×20 booth for Essence Cosmetics at the 2024 Ulta Field Leadership Conference. As a longtime fan of the brand (beauty junkie over here!), this was a dream project—transforming their playful, vibrant identity into an unforgettable engagement hub. The result? A booth that wasn’t just eye-catching, but built real brand buzz that could be seen from across the show floor.
The best part? We won their business for a second year, and are currently in the process of bringing an even more dynamic design to life for Ulta FLC 2025.
What did I learn through this experience? There are three critical things every brand needs to nail to make the most of their trade show presence. Let’s dive in.
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Know Your Why
Let’s be real—trade shows are a major investment.Yet many companies couldn’t tell you their why, and often show up out of obligation, not strategy. Vague goals like “increase awareness” are a fine place to start, but the difference between simply participating and true success lies in setting specific, measurable goals.
When we began planning with Essence, we didn’t just talk aesthetics—we aligned early on what success would look like. The mission we aligned on? Build brand affinity among Ulta Field Leaders by drawing them into the space with a bold visual moment, then keeping them engaged through meaningful interaction.
The solution: a custom, three-hole putt-putt course designed around key products—engineered to drive movement and spark conversation. At every stop, Essence team members were positioned to educate, connect, and gift products that left attendees leaving with a gift bag full of goodies!The custom game wasn’t just a fun activation – it held attention and maximized dwell time while creating a buzz. The success was all thanks to collaboration on the high-level strategy during the early stages of booth development.
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Your Creative Partner is Your Secret Weapon
The best creative partner for your trade show booth shouldn’t just build your booth: they should bring your brand to life, all while becoming an extension (and amplification) of your marketing team.
With Essence, we fully immersed ourselves in their brand—from color palettes and typography to past global campaigns and product messaging. That level of insight allowed us to think beyond the expected and craft a space that was visually captivating, deeply on-brand, and product-focused in fresh, immersive ways.
At Highway 85, we’re more than a booth builder. Our team includes expert-level designers, procurement specialists, engineers, craftsmen, graphics pros, packing & shipping specialists—and we don’t stop there. Our client service team of 7 full-time Account Directors truly goes above and beyond in owning timelines and tackling any issues that may arise.
But the true test comes in how you respond when things don’t go as planned – and in the world of trade shows, there will always be at least one thing that goes awry. We don’t shy away when things get tricky—we show up, solve fast, and always deliver with confidence. That’s the Highway way: action-oriented, solution-first, and relentless. Does your current creative agency *truly* go above and beyond to make your life easier and your work shine? We do!
And we don’t disappear after the install. We stay connected with your team learning what clicks, what engages, and what could go even further next time .That’s the kind of feedback loop that sharpens strategy and drives continuous growth.
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Enjoy the Moment
This might not sound like your typical trade show tip—but it’s one of the most important things I learned while bringing Essence to Ulta FLC: you’ve got to enjoy yourself.
At Highway, we believe that how you show up on the floor is just as important as how your booth looks. The truth is, energy is magnetic—when your team is having fun, connecting with people, and loving the experience, attendees feel it. And they lean in.
Not only does a positive, vibrant demeanor attract attendees, but trade shows are genuinely fun environments – they’re buzzing with inspiration, creative energy, and incredible opportunities to observe your competitors’ strategies up close. Yes, they’re long days. Yes, they can be exhausting. But when you bring the right mindset (and a good cup of coffee), they become a celebration of your brand’s momentum and potential.
Ultimately, passion is contagious: when you have fun, your audience will too. So yes, plan smart. Design bold. Execute flawlessly.
But most of all—enjoy the moment.
The Highway 85 Difference
What sets Highway 85 apart from other exhibit houses isn’t *just* our world-class design capabilities or more than 20 years of operational expertise – it’s our unique approach that treats each client’s goals as our own. The Essence project exemplified this approach, blending strategic rigor with creative passion that delivered measurable results.
For brands ready to elevate their trade show presence, choosing Highway ensures that you’ll hit clear objectives, be impressed at every stage of the process, and have a damn good time throughout.
Want to meet our team and chat about your next show? Set up a discovery call and let’s get to it!
