ProShop Conference Website

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Client
ProShop
Services
Brand
,
Campaigns & Growth
,
Creative Operations
,
Digital Experiences
,
Year
Credit

CMO: Divya Durai
CEO: Paul Van Metre
Creative Director / Designer: Tony D'Amico

‍

ProShop hosts an annual industry conference and needed a refreshed website for the upcoming event. The goal was to create a clear and engaging digital experience that would help attendees easily find important information about the event while also building excitement around the conference.The website needed to align with ProShop’s established brand guidelines for color and typography while allowing creative flexibility in areas such as layout, textures, and supporting visual elements.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

The Problem

ProShop has a strong brand presence, but the conference website needed to stand apart while still aligning with the core brand system.

The existing conference site needed an update to better organize event information and improve the overall user experience. Attendees needed quick access to key details such as pricing, travel logistics, speaker information, and registration. The challenge was to design a site that could present a large amount of information clearly while still creating an engaging visual experience.

The Strategy

Translating Industrial Precision into a Visual Language.

Before exploring visual concepts, the goal was to identify a design direction that would reflect the technical precision of ProShop’s audience while still feeling engaging for conference attendees.Machine shops rely heavily on schematics, technical drawings, and structured production diagrams. This insight became the foundation for the visual direction. By translating those familiar visual elements into a digital design system—using structured lines, directional arrows, and angled forms—the conference website could feel authentic to the industry while remaining modern and approachable.This strategy allowed the conference experience to feel unique from the primary brand while still reinforcing ProShop’s identity and credibility within the manufacturing space.

The Design

A Distinct Conference Experience Built on a Strong Brand Foundation.

The final design created a distinctive digital presence for the ProShop conference while remaining aligned with the company’s established brand system. By expanding the visual language through schematic-inspired graphics, directional elements, and structured layouts, the site captured the precision and technical nature of the machine shop industry while maintaining a modern and approachable feel.

The clear information architecture and guided layout helped attendees easily navigate essential details such as registration, speaker information, schedules, and travel planning. The visual system also extended beyond the website, providing a flexible foundation for supporting materials like social media promotion and other conference communications.

The Design

A Distinct Conference Experience Built on a Strong Brand Foundation.

The final design created a distinctive digital presence for the ProShop conference while remaining aligned with the company’s established brand system. By expanding the visual language through schematic-inspired graphics, directional elements, and structured layouts, the site captured the precision and technical nature of the machine shop industry while maintaining a modern and approachable feel.The clear information architecture and guided layout helped attendees easily navigate essential details such as registration, speaker information, schedules, and travel planning. The visual system also extended beyond the website, providing a flexible foundation for supporting materials like social media promotion and other conference communications.

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