SCREEN TOO SMALL!

Henry Tasset

Microsites at MIBS

Search Boats Screenshot

Context & Challenge

In 2021, as many events paused due to the global pandemic, the Miami International Boat Show pressed forward—this time with a focus on building digital engagement pre-event. Traditionally, exhibitors had double-page print spreads in the show guide to highlight their products. My challenge was to reimagine that print experience into something interactive and online: intuitive, attractive, and efficient, especially since exhibitors needed a compelling way to showcase themselves before the show could begin.

Approach & Process

I approached this by centering two core design principles:

Single-page clarity with flexibility: Rather than multi-page layouts, I designed each microsite as a one-page, mobile-friendly showcase, ensuring information was concise yet impactful.
Fast, scalable execution: Allow rapid rollout and easy customization by exhibitors, while still maintaining a cohesive visual style across the show.

I started by outlining a modular structure for these microsites—sections for product imagery, exhibitor messaging, show highlights, and calls to action. Then, I created flexible templates that could be quickly adapted by different exhibitors yet remain consistent with the overall event branding. Regular feedback loops with exhibitors and event organizers helped refine layouts and ensure clarity, accessibility, and visual appeal across devices.

Solution

The end result was a suite of clean, single-page microsites, each crafted to reflect its exhibitor’s branding while fitting into a uniform design system. Every page featured compelling visuals, key product details, and engagement prompts—whether to “learn more,” “visit my booth,” or “see my offerings.” Intuitive editing tools allowed exhibitors to add content independently, while the templated framework kept the overall presentation coherent and visually polished.

Impact

This approach transformed the traditional exhibitor experience, turning static print spreads into dynamic, shareable online showcases. Exhibitors could engage attendees early, build excitement before the show began, and connect virtually even when face-to-face interaction was limited.

For me, this project reinforced the value of fast design delivery and modular, scalable systems. I honed a workflow that balanced speed, template flexibility, and design consistency; ideal for high-velocity event contexts and distributed stakeholders.