Art Direction & Design –CANVAS by Flexfit

Integrated Visual Identity | Comprehensive Brand Collateral | Booth Design | Hat Design

I directed the Art Museum concept booth from initial idea to full execution, overseeing booth construction, display design, and brand storytelling. As a B2B brand, Flexfit needed more than a flashy presentation—it required a way to communicate its services, craftsmanship, and innovation through meaningful storytelling.

Drawing inspiration from classic fine art, I designed 15 unique hats, each using different customization methods (E&A, trims, and more) to reinterpret iconic artworks in wearable form. To further engage visitors, I created a customization area where attendees could design their own “artwork” on a blank canvas hat, transforming the booth into an interactive experience.

The installation was well-received by both attendees and industry peers, praised for its creativity and immersive storytelling. Additionally, I contributed marketing strategies that helped boost the brand’s SNS presence and follower engagement during and after the show.