The West American Truck Show is the biggest truck and trade show in the western USA. The Papé Kenworth area was 60 square feet at this two-day event that focuses on all aspects of the trucking industry. Papé chose to focus on the "Papé Keeps You Moving" tag line and to be relevant to "life on the road" - which inspired the street sign concept and the faint road map overlays, which are backwards like they're reflected in a windshield. The images with the maps and trucks are for pieces called hop-ups, which are 9x6 canvas structures.

The client wanted the trade show visitors to see their booth as a hub or place to rest or congregate. I designed the space like a parking lot and rest area. I created signage that directed people into the area like truckers getting off the highway.

Also seen here is some branded apparel and accessories as well as a few shop portals I designed for Papé.