The ASAE Springtime Expo is the largest and most comprehensive one-day show in the association industry. A must-attend for meeting planners to book meeting sites and learn about new products, services, and technologies. A new look was needed for a span of two years and FIREBRAND was tapped to develop a new, exciting concept for the expo. The client wanted young, exciting, spring-like imagery. Neither pastel color schemes nor flowers and bunnies were to be included. We presented many options and the winner was a collage of professionals jumping across the page. The active imagery gave a sense of dimension and motion that translated into the show itself. Posters, ads, direct mailers all featured one or more people leaping to attend the conference. A lenticular postcard animated the models on the cover and helped bring a new dimension to the usual mailers of the past. Animated banners reinforced this look on the Web and emails. Attendance at the event definitely put a spring in ASAE’s step.