Reimaging an established exhibits & events company and positioning them as one of the top experiential marketing agencies in the U.S.
Known for their world-class fabrication and expertise in designing and building unique trade show exhibits and environments for the video game industry, FG|PG had evolved far beyond its origins. However, the brand had not kept pace. Adding to the challenge of telling a cohesive brand story was the fact that FG|PG was presenting itself as two distinct entities: Freddie Georges Production Group, which focused on event production, management, and design, and The Shop at Show Ready, dedicated exclusively to fabrication and installation.
18.75%
increase in new business
3,900%
ROI
“The man is a marketing genius. I learned so much from him and tried to absorb as much as I could from him the moment he joined the team. He has a vision for things and knows how to communicate that vision so its executed in the perfect way. Extremely grateful to have been able to work alongside him and gain a mentor and friend.”
The Brief
FG|PG, a leading, women-owned exhibit and events company based in Southern California had been designing, producing, building, and managing some of the most highly sought-after events and experiences in the industry for over 15 years but had not claimed their rightful place as one of the top experiential marketing agencies in the U.S. Our goal was to refresh and reposition the brand, create demand for their unique offering, and streamline the business development process between FG|PG and their sister company and custom fabrication arm, The Shop at ShowReady.
The Strategy
Solidifying the FG|PG Brand to Ignite Demand
To reposition FG|PG as a leading force in experiential marketing, we employed a three-pronged strategy that bridged the gap between the company’s unmatched capabilities and its public-facing identity.
1. Rebranding for Clarity and Impact
The full name, Freddie Georges Production Group, was limiting—it neither captured the agency’s scale nor reflected its expertise. We embraced the shorthand FG|PG, already familiar to clients and internal teams, and elevated it as the official brand identity. This subtle but impactful change unified communications and created a more modern, approachable presence while honoring the brand’s existing recognition in the field.
3. Streamlining for Seamless Success
A disconnect between FG|PG’s internal processes and external presentation was creating friction in lead generation and conversion. To address this, we built a comprehensive toolkit—including customizable templates, polished pitch decks, and detailed call scripts—to empower the sales and marketing teams. By mapping out the entire sales journey, we ensured everyone understood how to qualify leads, articulate the value of FG|PG’s services, and close deals effectively. The result? Aligned teams, a smoother sales process, and a measurable boost in lead flow and win rates.
2. Showcasing Excellence
With marquee clients like Meta, 2K Games, Blizzard Entertainment, and Netflix, FG|PG had a treasure trove of premier activations—but the potential to spotlight these experiences was untapped. We harnessed our in-house video team to create captivating behind-the-scenes content that revealed the magic behind our award-winning work. A strategic multichannel rollout leveraged this never-before-seen footage to drive engagement, build brand authority, and generate demand across social platforms, email campaigns, and client presentations.
The Results
Through a strategic brand refresh, we repositioned Freddie Georges Production Group as FG|PG—one of the nation’s top Experiential Marketing Agencies. With a refreshed tagline, “Events. Exhibits. Experiences.,” we subtly evolved from the previous “Exhibits & Environments” to better reflect our expanded expertise.
The refresh debuted with our Defy Convention campaign, showcasing our ability to challenge the status quo within the convention industry and beyond. The refresh included a revamped website, promotional materials, paid ads, and pitch decks, alongside town halls to align and energize our team.
We elevated thought leadership by expanding our blog, hosting exclusive events, and spotlighting our CEO, Frederique Georges, as a prominent female voice in a male-dominated industry. High-quality video and photography became central to our strategy, leveraging a nationwide talent network to amplify our brand across social media, pitches, and awards. These efforts turned our content team into a profit center.
Our community initiative, FG|PG for Good, supported causes like The Ronald McDonald House and The Priority Center, underscoring our commitment to impact. A streamlined business development process drove an 18.75% increase in new business and a nearly 4,000% ROI.
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Year:
2018-2020
Role:
Marketing Manager
Expertise:
Brand Strategy
Marketing Strategy
Hiring & Team Building
Organizational Alignment
Content Strategy
Creative Direction
Demand Generation
Messaging & Positioning
Naming & Nomenclature
Product Marketing
Email Marketing
Field Marketing
Graphic Design
Copywriting
Paid Advertising
Public Relations
Brand Partnerships
Sponsorships
Deliverables:
Complete Rebrand
New Website
Landing Pages
Email Templates
Webinars & Podcasts
Blog Posts & White Papers
Trade Show & Event Kits
Custom Apparel
Marketing Collateral
Sales Tools & Presentations
Product Design Kit
Onboarding Materials
Digital & Print Ads