Bradley Caldwell Inc, is a distribution company that serves the Pet, Lawn & Garden, and Farm & Equine industries, located in Hazleton PA. When I accepted a graphic designer position within the BCI Marketing Department, it was my introduction to corporate design. I would create while adhering to an immutable brand guide developed and perfected more than 20 years, craft documents and catalogs using precise templates, and write with carefully selected verbiage that reflects the mission and values of the company. In contrast, the two yearly trade shows BCI hosts, allowed me excessive creative freedom. The trade shows are the crown jewel of the company, and of my design responsibilities. The first one, held in the spring, is abstract in design and appearance, simply meant to be bright and promotional, while the second show, taking place in the fall, has a distinct theme and large sale productions. As a whole my work at BCI encompassed two distinct graphic design approaches: structured corporate communications, and three-dimensional, event-driven designs.