AMF at IBIE 2025:

Showcasing Scale, Strategy, and Capability

The project demanded close collaboration between me, the creative director, production designer, and strategist. The objective was to highlight AMF’s equipment, the advantages of each system, the supporting services, and how they work together to reinforce AMF’s position as the industry’s baking partner of choice. Every element in the booth was designed to support the broader business strategy for the coming fiscal year. Highlighting a variety of high-priority applications, unique AMF services, and strategic partnerships between AMF and Reading Bakery Systems and Puratos.

The AMF booth at IBIE 2025 was a carefully orchestrated showcase of scale, precision, and strategy. Over 100 graphics, interactive elements, sell sheets, and campaigns were laid out across the floor, guiding visitors through machinery organized by application type and highlighting the capabilities of the Puratos pilot bakery.

IBIE only comes around every three years, making it an important and exciting opportunity for AMF to make a lasting impression on commercial bakeries from around the world. The timeline was tight, the scale ambitious, and every decision shaped the visitor experience.

The Puratos pilot bakery served as a backdrop for conference rooms and meeting areas, with a video presentation and walls of consumer statistics providing context for AMF’s solutions. This setup allowed bakers and visitors to discuss needs and goals while exploring how AMF’s equipment supports innovation, moves concepts from ideation to commercialization efficiently, and reduces risk in real-world production environments.

Visitors could move seamlessly through machinery zones, experience the benefits of each system, and learn about the advantages of services within AMF Customer Care. The booth grounded an expansive and complex set of offerings into an immersive, organized experience that left IBIE attendees with a clear sense of why AMF leads the industry.