Are you This good?
Automate 2025 Tradeshow Campaign
AWARENESS  //  TRADESHOW CAMPAIGN  //  VIDEO PRODUCTION
Client
Rain Engineering
Industry
Manufacturing + Automation
Scope
Strategy, Creative Direction, Messaging, Production Design, Video + Motion

Featured work

Rain Engineering × Automate 2025
Automate 2025 is one of North America’s largest gatherings for automation and smart manufacturing. With more than 20,000 attendees coming to see the latest in robotics, smart systems, and digital transformation, Rain Engineering needed a presence that worked from any angle, at any moment, to draw attention to their MES implementation services.

Services

Strategy, Creative Direction, Messaging, Production Design, Video + Motion
Automate 2025 brings together the brightest minds in robotics and smart manufacturing — the ideal stage for Rain Engineering to showcase how digital systems drive real-world performance. The campaign centered on bold, confident messaging and striking visuals designed to spark curiosity and start conversations. Every element — from the booth environment to the looping video content — was crafted to translate complex MES solutions into something instantly human, direct, and memorable.

challenge

MES is complex, but trade show messaging can not be.
Convey the value of complex MES solutions through simple, human-centered messaging that grabs attention and invites curiosity on a packed show floor.Manufacturing Execution Systems touch everything: factory floors, machines, data, schedules, people. On a busy show floor, messaging must be a quick read that stops someone mid-stride. This campaign wasn’t designed to teach MES. It was designed to invite a conversation about it.

The idea started with a question.
”Are You This Good?“

Direct, provocative with a little swagger, and incomplete by design. The answer doesn’t come immediately. It hangs, until the follow-up appears: Our Customers Are. It’s an invitation that says "You can be too." Visitors finish the thought themselves, then take the next step to understand what it means.

An 8-foot-tall, three-panel LED wall became the backbone of the booth.

Ninth Street Marketing led the strategy, content design, and video production, along with evaluating and testing a modular LED system suitable for tradeshow use. The setup was staged and tested locally to validate scale, spacing, and sightlines before Automate.The video runs just over a minute, and was designed so anyone walking up—at any moment—could engage immediately. Provocation transitions to proof. Proof leads to what makes Rain Engineering different. Then the cycle repeats. Short statements for quick read. Clear visuals, and nothing that lingers too long.

The message extended beyond the booth.

Team members walking the floor wore Are You This Good? shirts—turning people into moving prompts. Giveaway shirts leaned further into tone: Do Better / Suck Less. Bright. Direct. Provacative.

Experience on the floor. Credibility on the stage.

Rain Engineering’s CEO also spoke at Automate, reinforcing the booth presence with perspective on MES adoption and integration.

One message, multiple touchpoints

LinkedIn content supported the campaign before, during, and after the show. The same language. The same visual cues. The same posture. The digital campaign echoed the booth.

As a first-time exhibitor, Rain Engineering didn’t arrive quietly.

The booth stopped people mid-walk. The video held attention without demanding it. The message gave sales teams a natural opening instead of a pitch.

Just as important, the campaign created a foundation:

  • A booth strategy built around movement and flow
  • A modular video system ready to scale
  • Clear learnings that will make future shows faster, stronger, and more efficient to produce
Honoring a community Landmark
Refreshing a Historic Brand
BRAND IDENTITY SYSTEM  //  LOGO REFRESH // Website design
Client
The Paramount Theatre
Industry
Arts and Entertainment
Scope
Strategy, Creative Direction, Messaging, Brand Identity and website design

Featured work

Brand Identity and Website design
Automate 2025 is one of North America’s largest gatherings for automation and smart manufacturing. With more than 20,000 attendees coming to see the latest in robotics, smart systems, and digital transformation, Rain Engineering needed a presence that worked from any angle, at any moment, to draw attention to their MES implementation services.

Services

Strategy, Creative Direction, Messaging, Brand Identity and website design
Automate 2025 brings together the brightest minds in robotics and smart manufacturing — the ideal stage for Rain Engineering to showcase how digital systems drive real-world performance. The campaign centered on bold, confident messaging and striking visuals designed to spark curiosity and start conversations. Every element — from the booth environment to the looping video content — was crafted to translate complex MES solutions into something instantly human, direct, and memorable.

challenge

MES is complex, but trade show messaging can not be.
Convey the value of complex MES solutions through simple, human-centered messaging that grabs attention and invites curiosity on a packed show floor.Manufacturing Execution Systems touch everything: factory floors, machines, data, schedules, people. On a busy show floor, messaging must be a quick read that stops someone mid-stride. This campaign wasn’t designed to teach MES. It was designed to invite a conversation about it.


A Crafted Signature

Drawing from the theatre’s 1930s heritage, the custom “P” pays homage to the original Paramount mark — echoing its era without recreating it. Like the architecture itself, the letterform feels shaped rather than manufactured.

The stars were reoriented to arc upward, a subtle nod to the theatre’s iconic starlit ceiling. Gold, drawn from the building’s gilded detailing, reinforces a sense of permanence and premium experience. Every element serves a purpose — from the upward movement of the stars to the distinctive loop of the “t.”

Because the gold finish was central to the identity, two optimized versions of the mark were developed for light and dark backgrounds. The added complexity strengthened the system, ensuring the richness of the logo in every application.

One Name. One Identity.

The identity refresh also simplified the organization’s public name. “Paramount Theatre Centre & Ballroom” was streamlined to The Paramount Theatre, reinforcing focus and memorability. A formal usage standard was established: the name is always written as The Paramount Theatre — capitalizing “The” as part of the official mark. The adjustment strengthens consistency across communications while preserving equity.

A comprehensive brand guide codifies the identity across voice, color, typography, photography, and application standards. The palette draws directly from the theatre’s architecture, and the typography balances heritage and clarity through a pairing of classic serif and a modern sans. The result is a system designed for consistency, flexibility, and longevity.

A System Rooted in Four Pillars

To guide expression across messaging and visuals, the identity was grounded in four core pillars: Historic Grandeur, Community Ownership, Artistic Inspiration, and Exceptional Moments. Each represents a distinct dimension of the theatre’s role — history, belonging, performance, and memories.

Historic Grandeur

The architecture leads, and the identity reflects it. Every application honors the craftsmanship and beauty of the space.

Community Ownership

The theatre belongs to the community it serves. Messaging centers on shared experience and unity, rather than promotion.

Artistic Inspiration

Touring acts and local productions take visual priority, supported by a consistent Paramount signature.

Exceptional Moments

Private events and celebrations are elevated by rich history and unique decor, positioning the theatre as a setting worthy of life’s milestones.

Promotional System in Practice

A disciplined identity must perform in real-world promotion. The system was designed to flex across posters, digital platforms, and co-branded tour artwork without losing clarity or authority. Show branding leads where appropriate; the Paramount signature anchors every piece through consistent placement, scale, and hierarchy. Whether promoting nationally recognized performers, free community programming, or in-house events, the venue remains visually cohesive and unmistakable.

Digital Adaptation

The identity scales seamlessly into mobile-first formats. Social media applications maintain the same structural discipline — clear hierarchy, restrained use of gold, and consistent signature placement. Every post feels connected to the broader brand system, so the theatre’s presence remains steady, regardless of genre or format.

Merchandise & Touchpoints

Select branded items extend the identity beyond the stage. Every touchpoint reflects disciplined thinking designed to build trust.

Ninth Street Marketing is a strategic partner for businesses ready to replace guesswork with a plan by aligning brand, reach, and results.

Contact

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