Booth Design and Event Communications

Opportunity

The Shyft Group turned to Williams Group (Wg) for strategic and creative support leading up to the National Truck Equipment Association’s (NTEA) Work Truck Week. With multiple brands showcased under one roof, the company needed a cohesive strategy that could bring each individual brand and story to life while reinforcing the strength of the broader enterprise.

Approach

Williams Group developed an integrated engagement strategy to unify The Shyft Group's presence across the show floor. The team collaborated closely with brand leads to understand unique messaging needs. This insight informed a comprehensive suite of deliverables—messaging frameworks, booth graphics, vehicle wraps and digital assets including LED screen videos, interactive kiosks and content for a custom microsite. Throughout the entire process, Wg provided end-to-end consultation to ensure brand alignment, clear messaging and a seamless experience for visitors—from a live press conference in the booth to a custom thank you email after the event.

Results

The Shyft Group engaged Williams Group to support its presence at Work Truck Week from 2023 through 2025. Each year, the partnership continued to evolve—adapting to the organization’s brand and shifting strategic goals while building on the success of previous shows.

This coordinated approach helped The Shyft Group make a powerful and lasting impression at North America’s largest commercial truck event. Unified storytelling and large-scale design elevated each brand while presenting a cohesive enterprise presence. Year over year, attendees engaged deeply with the booth experience, and internal teams reported feeling well equipped and proud to represent the organization.

With intentional connection of strategy, content and design across years, Williams Group helped The Shyft Group strengthen visibility, reinforce relationships and extend the impact of its investment in Work Truck Week.