GAF

At the International Roofing Expo (IRE), the premier event for the North American roofing industry, GAF set out to showcase its leadership as the region’s largest roofing and waterproofing manufacturer. The goal was to present a cohesive, polished environment that unified its extensive residential and commercial product portfolio while educating a diverse audience of contractors, partners, and industry professionals. Recognizing the strong presence of the Latinx workforce within the roofing community, the experience also needed to feel welcoming and accessible. Partnering with GAF, Jack Morton designed a curated booth journey that empowered product specialists to connect with attendees and demonstrate the value of partnering with the brand. 

Positioned at the main entrance, the CARE (Center for the Advancement of Roofing Excellence) Stage became the booth’s focal point, drawing crowds with live presentations, product demos, and contests supported by seamless AV production. A ramped architectural feature behind the stage displayed multiple product lines, while the TimberSteel™ House—built with GAF’s Premium Metal Roofing System—offered an interactive showstopper for hands-on exploration. The highly popular Education Center expanded its reach through live-streamed sessions to the stage, ensuring more visitors could participate. Overhead graphics guided attendees through the expansive 80×100 exhibit, where tactile samples, digital displays, and an interactive Roof Defender VR game brought GAF’s full portfolio to life. 

THE IMPACT 

The overall feedback on the design and build of the GAF booth was resoundingly positive. Attendees praised the seamless integration of all product lines, achieved through engaging displays and live demonstrations. The eye-catching graphics and custom-built features proved to be a major draw, capturing the attention of all IRE attendees.