nwss x lifetime

Campaign identity and multi-channel system for Lifetime Home Remodeling's sponsorship of the National Western Stock Show in Denver.

Lifetime at the Stock Show — Pole Banner art

project type:

Brand & Campaign Design

year

year:

2025/2026

my role

my role:

Concept, design, art direction

client

client:

Lifetime

project credits:

Creative Direction: Adam Helm · Copy: J.C. Gage · Brand System: Workshop Built (2024 rebrand — the system this campaign was designed inside of)

results

68%

more leads year over year

1.7m

in event-attributed revenue

setup

Lifetime Home Remodeling sponsors the National Western Stock Show in Denver — a hundred-plus year old institution that draws hundreds of thousands of attendees over sixteen days every January. The 2025 show was my first leading the campaign, and the first under Lifetime's new brand system. The design problem sat between those two things: how does a recently rebranded home remodeler show up at a Western institution without diluting the new brand or wearing a costume.

insight

The instinct was to soften one side to meet the other. However, if you soften the brand, you lose what Workshop just built. Soften the illustration and you lose the personality. The idea I built the campaign around was the opposite of this compromise and to simply lean into the contrast. Keep the new brand exactly as designed: refined serif headlines, navy and beige palette, the orange accent, the architectural lockup. Drop a loose, scratchy, expressive illustrated character into the middle of it. The friction between the two becomes the personality.

setup

insight

Campaign key art. Cowgirl.

Lifetime at the Stock Show — X Banner concepts

Three concepts explored, moved forward with #1 on left

Execution

The campaign extended across roughly twenty touchpoints over the sixteen-day run: light-pole banners, booth system, giveaways, print and digital ads, and a motion graphics package. The architectural permanent installs (wall mural, ticket lobby walls, partner ring signage) used the brand system straight, without the character. That restraint was deliberate. The character lives in the campaign-y attention spaces. The architectural installs let the brand stand on its own.

Outcome

The 2025 show generated 737 leads and over $1.7 million in attributable revenue — a 68% increase in leads over the prior year. The visual system is still in rotation for subsequent shows. The interesting craft problem was deciding when to use the brand system straight and when to break its surface with something expressive. The architectural installs got the brand untouched. The campaign assets got the character. That decision is the work.

Execution

Outcome

Print ads for show guide and A-frame use

Lifetime at the Stock Show — Large Banner

Concourse banner at the National Western complex

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