Cummins

For CONEXPO-CON/AGG 2026, North America's largest construction trade show, Cummins, a global power technology leader, needed an experience that reinforced its position as a global power leader while elevating overall brand perception. Their space had to highlight the product portfolio in a way that was both compelling and memorable, while also generating sustained media attention on a highly competitive show floor.

Hamilton pushed the boundaries of Cummins’ evolving brand to create a bold, cohesive experience centered around the “Red Thread.” Inspired by Cummins’ iconic color, the Red Thread served as a visual and experiential guide, weaving together the brand’s legacy, innovation, and future-forward thinking while leading attendees through the space.

The journey began at the Power Talk Theater, where expert-led presentations explored industry insights and Cummins’ solutions. Attendees then moved through product displays and into an interactive product configurator that translated complex solutions into intuitive, hands-on engagement. Attendees were rewarded with access to the 1919 Lounge, a speakeasy-inspired VIP environment that contrasted the main exhibit with a dark, elevated hospitality experience, creating a memorable, unexpected destination on the show floor.

Additional engagement was layered throughout, including the “Red Reveal” technique, where attendees used red-lens decoders to uncover hidden messages in the graphics, encouraging deeper interaction.