Case Study: NAIOPOLY – Creative Direction and Strategic Branding for NAIOP Utah’s Interactive Trade Show
1. Project Overview & Role
Since 2019, I have been a founding member and Creative Director for NAIOPOLY, one of NAIOP Utah’s most unique and anticipated annual events. NAIOPOLY transforms a traditional trade show into an immersive, life-size Monopoly-style experience, where participants move through the event as though navigating a giant game board. The event draws together over 40 sponsors and Utah’s top commercial real estate players for a networking and interactive experience unlike any other in the industry.
My role involves overseeing every aspect of the event’s visual identity, promotional materials, and interactive design. From creating the initial event branding to designing large-scale graphics that bring the Monopoly board to life, my work ensures that NAIOPOLY is cohesive, engaging, and visually dynamic. I also lead the sponsorship strategy, helping integrate dozens of sponsors into the Monopoly-themed event while maintaining a seamless experience. In addition, I manage social media campaigns, including a targeted LinkedIn campaign to promote the event in the months leading up to it.
2. Key Strategies & Execution
Creative Direction & Branding: My role as Creative Director begins with crafting the visual identity of the event each year, ensuring it captures the essence of both NAIOP Utah and the Monopoly theme. This includes designing the event logo, marketing materials, sponsorship brochures, and all graphics for use on social media and promotional platforms. The visual elements are carefully crafted to evoke the playful, engaging nature of the Monopoly board while maintaining a professional tone fitting for Utah’s top commercial real estate professionals.
Life-Size Monopoly Board Experience: The heart of NAIOPOLY is the life-size Monopoly board. Over the months leading up to the event, I work with a large committee and collaborate with over 40 sponsors to finalize the event layout. The process involves frequent updates and revisions to accommodate sponsors and ensure their placements align with the board's thematic structure. The giant game board is brought to life with large-scale graphics that include familiar Monopoly elements such as properties, game pieces, and colorful spaces. Sponsors occupy specific "properties" on the board, giving them unique visibility while contributing to the overall experience.
Interactive Components – NAIOPOLY Money and Prizes: One of the standout elements of NAIOPOLY is the interactive game mechanics, which I help design. Participants receive NAIOPOLY money and game cards, which they can use to engage with sponsors, get drinks, and win prizes throughout the event. This gamified experience turns networking into a dynamic, enjoyable activity, helping attendees connect with sponsors in a more engaging way than a traditional trade show. I also help coordinate the prize structure, ensuring the Monopoly-themed rewards fit seamlessly into the event experience.
Coordinating Sponsor Integration: With over 40 sponsors participating each year, creating a cohesive event strategy is critical. I developed a sponsorship framework that allows each sponsor to have a distinct presence while maintaining a seamless connection to the overall Monopoly theme. This includes designing sponsorship promotional materials like brochures and event signage, as well as working with sponsors to align their branding with their specific location on the Monopoly board. In the months leading up to the event, I work closely with the committee and sponsors to finalize the board layout, ensuring that all sponsors are represented cohesively and that the logistics flow smoothly.
Event Promotion & LinkedIn Campaign: To drive excitement and engagement in the months leading up to NAIOPOLY, I create a targeted LinkedIn social media campaign. Posts are designed to introduce the event’s interactive components, highlight key sponsors, and build anticipation. The campaign combines eye-catching graphics with event details and sponsor spotlights, successfully building momentum and driving ticket sales.
3. Results & Impact
Growing Event Success Since 2019: NAIOPOLY has become one of NAIOP Utah’s most anticipated events, with increasing attendance and engagement year after year. The combination of the life-size game board, interactive experiences, and dynamic visual design has made the event a must-attend for Utah’s commercial real estate professionals.
40+ Sponsors Seamlessly Integrated: The sponsorship strategy I developed ensures that over 40 sponsors are integrated into the Monopoly board, with each sponsor occupying a unique property on the board. This approach gives sponsors prominent visibility while maintaining overall thematic cohesion, contributing to their ongoing participation and financial support.
High-Impact Visuals and Interactive Engagement: The large-scale graphics, wayfinding signage, and interactive components I design bring the Monopoly theme to life, transforming the event into an immersive experience. The addition of NAIOPOLY money, game cards, and prizes creates a fun, interactive element that elevates the networking experience and keeps attendees engaged throughout the event.
Effective Social Media Promotion: The LinkedIn campaign I led successfully generated buzz for NAIOPOLY, reaching industry professionals across Utah’s commercial real estate sector. The campaign built anticipation, increased awareness of the event’s unique format, and contributed to strong ticket sales in the weeks leading up to the event.
4. Conclusion
Through creative direction, strategic sponsorship integration, and the development of a compelling visual identity, I have helped transform NAIOPOLY into one of NAIOP Utah’s most successful and engaging events. Each year, the event draws top commercial real estate professionals to network, engage, and have fun while navigating a life-size Monopoly board. My leadership in designing the interactive components, finalizing sponsor placements, and coordinating the visual and promotional strategy has ensured the continued growth and success of the event since its inception in 2019.
