A Bigger, Bolder Presence: Atlas Roofing’s 2026 Trade Show Booths

The Ask

Atlas Roofing Corporation, a North American manufacturer of shingles, insulation, underlayments and molded foam products since 1982, set out to reinvent its trade show presence for 2026. Atlas issued a competitive RFP for new booth concepts at its major national events, asking participating agencies for something bigger and bolder than anything Atlas had shown before, built around a second-story meeting space and a brand story confident enough to hold four very different product divisions under one roof.

The brief carried real tension. Atlas has four divisions competing for the same floor space, and none of them wanted to feel like an afterthought. Atlas also wanted the booths to move past giveaways and toward real product education, giving builders and contractors something to touch, not just something to walk past.

Porchlight was selected through the RFP process to lead creative for two of Atlas’s flagship events: World of Concrete (WOC) in Las Vegas and the International Builders’ Show (IBS) in Orlando.

The Work

Porchlight ran a discovery process to turn Atlas’s goals into a workable direction for two shows with two very different audiences. Key initiatives included.

WOC and IBS share the same design language, color palette and structural approach, so Atlas reads as one brand no matter which show a customer walks into. From there, messaging splits to match each audience’s priorities on the floor.

Dedicated zones for Shingles, Molded Products and Roof & Wall Insulation within a single cohesive booth, so every division got its own space to tell its story.

Hands-on displays including a geofoam “dollhouse” showing pool, green roof and stadium seating applications, a working water drainage demo for EnergyShield XR insulation, foundation and wall cutaways, and a shingle wall styled like a doghouse roof. Short, two-word headline hooks paired with functional subheads, with callouts written to answer what Atlas actually hears from customers about r-value, install time and jobsite ease.

The Results

Porchlight’s concepts and messaging direction were selected out of a competitive agency RFP to lead creative for both the World of Concrete and International Builders’ Show exhibits, giving Atlas a larger, bolder presence at two of its most important events of the year and a design system built to scale across future shows.