As the owner and creative director of Oblique Designs, I have attended the Las Vegas SEMA trade shows since 2007. For those of you who don’t know, SEMA stands for the Specialty Equipment Market Association. It’s a trade association representing over 7,000 member companies involved in the automotive aftermarket, focusing on specialty equipment that enhances vehicles. Why do I choose to attend this trade show? Not only do I have a passion for the automotive industry, but also the outdoors and the accessories that come along with it. 

In the past, attending SEMA was a clear opportunity to support BMW and connect with other clients in the automotive and aftermarket industries. On my most recent trip, I met with Intrepid Camp Gear, a Boulder-based company. After swapping favorite mountain biking trails, we quickly bonded over our shared passion for the outdoors. That connection sparked meaningful conversations, and I saw a clear opportunity to elevate their brand strategy and overall image. Our first collaboration was a trade show wall project, designed for their SEMA booth and future events.

Intrepid asked our team to design a unique, user-friendly brochure for both dealers and consumers to distribute at their booth during the event.

Later, I discovered that Intrepid Camp Gear’s founder is also the CEO of Sherpani and Olly Dog. Impressed with our work, he invited me to collaborate with Sherpani as Creative Director, overseeing the creation of digital and print design assets for the brand.

This experience is a powerful reminder of the value of showing up and building relationships. None of it would have happened had I not returned to SEMA year after year. When it comes to branding yourself, remember: you’re not just a number—you’re a creative professional with a distinct perspective and story. Let people see that. Share who you are and what sets you apart, because you never know who you’ll meet or where a single connection might lead.