Going Big
Creating an inviting space and leaving an impression
The Challenge
The newly rebranded Fidelis Cybersecurity was looking to make a strong statement with a 30x30 booth at BlackHat. Fidelis wanted a layout that not only encouraged participation, but also fostered a lively and enjoyable atmosphere.
The Solution
After meeting with key stakeholders to document design goals, I worked with The Trade Group, designing a space loaded with features to make a strong impact on the trade show floor.
- Oversized logo treatments above the booth to increase visibility from accross the convention hall.
- Plexiglass walls dampened sound from neighboring booths while allowing passersby to easily see inside the exhibit and engage with the activities taking place.
- The interactive components, such as activity stations, pinball machines, and product demos, added a dynamic and engaging aspect to the exhibit.
I used opposing colors to create a contrast between the visitor's experience outside the booth and welcoming environment within. The large white angular hanging structure and green walls on the outside gave way to white tower panels and furniture with bold green above on the inside. Light use of the gold secondary color allowed for eye-catching emphasis in messaging elements. At the center of the space were two brightly colored pinball machines. The colorful juxtaposition worked to draw the attention of passers-by.
In summary, the exhibit design successfully combined eye-catching elements, sound control measures, attention-grabbing graphics, and interactive components to create a comfortable, inviting, immersive, and modern vibe for Fidelis. The incorporation of multiple gathering spots added a social aspect, making the exhibit not just visually appealing but also conducive to fostering meaningful interactions and experiences for attendees.
The Results
The new booth design, combined with coordinated social campaigns, emails, and giveaways yielded a 22% increase in new leads generated, and a 14% increase in meetings scheduled compared to the previous BlackHat booth.
