As a way to engage and retain dealers at the annual Toyota National Dealer Meeting, Toyota partnered with GPJ to build product awareness and brand affinity through two strategic events. My task for the 4-day event in Dallas was to serve as a brand consultant, by overseeing the UI for the AR app that Groove Jones built. I designed the branding and wayfinding of the event, as well as the artwork for the oversized back walls. I selected backlit material for the indoor signage, art directed graphic + production designers, approved print quality and press proofs.