Updating A Legacy Booth

For nearly a decade, Kyowa Hakko USA’s trade booth hadn’t changed. When the brand decided to modernize, the challenge wasn’t just updating the design—it was finding a way to communicate scientific rigor in a clearer, more engaging way.

I was responsible for the headlines for their two flagship ingredients. Kyowa prioritizes research and data over consumer-facing messaging, so the work was about identifying the essential science and shaping it into language that felt relevant to formulators and the consumers they’re selling to.

It required carefully pushing the client toward more approachable language—highlighting what mattered most and letting it speak for itself—without crossing the line of accuracy or credibility. Or even worse, falling into the same-same corporate language every other ingredient supplier uses. The final headlines kept the brand’s authority intact while giving the booth a presence that invited people in and made the science feel at home in the real world.