A Showcase of Innovation
At the heart of the Australian Information Security Association (AISA) Melbourne Cybercon 2024, CrowdStrike delivered a memorable and engaging experience with a meticulously designed exhibition stand.
This event, which gathered cybersecurity experts, companies, and enthusiasts from around the world, provided CrowdStrike with a crucial platform to showcase its state-of-the-art cybersecurity solutions.
Tasked with creating a space that would both captivate visitors and facilitate practical demonstrations, Expo Centric embarked on an ambitious design project that transformed a 4x6m space into a thriving centre of engagement.
The design of CrowdStrike’s stand didn’t just reflect the company’s branding—it embodied their dedication to innovation, efficiency, and meaningful interaction.
Challenges
While the goal of creating an impactful booth was clear, CrowdStrike identified several key challenges in realising this vision:
- Space Constraints: With a 4x6m island stand, maximising utility within a limited area became a priority. The stand design needed to allow room for both audience engagement and free movement without crowding the space.
- Distinctive Visual Appeal: In the vibrant and competitive atmosphere of Cybercon, the stand had to stand out from the surrounding exhibitors. This required a visually striking design that would draw attention and leave a lasting impression on attendees.
- Interactive and Informative Features: As a cybersecurity leader, CrowdStrike wanted to host multiple daily demonstrations of its advanced security technologies. The stand required a large, high-quality AV setup to make these presentations accessible, visible, and engaging to visitors.
- Corporate Branding Consistency: CrowdStrike’s stand had to embody its brand identity in a way that was both bold and professional. Achieving a polished design with corporate colours, primarily red and black, was essential for ensuring brand recognition and a cohesive experience.
- Storage and Organisation: Adequate storage was required to maintain an organised, clutter-free environment throughout the event. Efficient storage solutions would ensure that the stand maintained its polished look while meeting the demands of a high-traffic exhibit space.
Specific Features of the Stand
With these challenges in mind, the CrowdStrike team meticulously designed and integrated specific features into the stand to make it functional, eye-catching, and brand-aligned:
- Centralised Demo Station: Positioned prominently in the centre of the stand, the demo station featured a custom-built benchtop and a large 55” wall-mounted TV. This setup allowed for multiple scheduled demos, drawing in attendees with high-quality visuals and a clear viewing area. The demo area was also designed to support an open seating arrangement for attendees, enhancing engagement. Opposite the custom-built structure was a full 1.5×2.5m LED wall.
- Interactive Activation Space: The activation wall, with a fabric graphic backdrop and a fabric lightbox façade, featured a modular structure which provided enough space for CrowdStrike’s activation executions. Designed to support CrowdStrike’s message in a fun, interactive way, this wall included a 43” wall-mounted TV for showcasing related content, and the activation became a highlight for many visitors, encouraging them to linger and interact with the brand.
- Lighting and Visual Appeal: Above the stand, a hanging illuminated 3D logo and fabric banner created a striking visual, catching the eyes of attendees from a distance. The LED-lit components of the stand not only enhanced its aesthetic appeal but also reinforced CrowdStrike’s brand identity in a bold, recognisable way.
- Elegant Flooring and Graphics: The stand featured a 4x6m raised black stipple floor with vinyl graphics, which demarcated the stand space and added a sense of sophistication. This flooring choice complemented the red and black colour scheme, reinforcing brand continuity while setting a professional tone.
- Seating and Conversation Counters: The stand also included a barstool-equipped conversation counter where CrowdStrike’s team could sit and discuss their offerings in greater depth. This provided a welcoming environment for one-on-one conversations, enabling the team to connect personally with prospective clients and partners.
- Discreet Storage Solutions: For an organised appearance, the stand included storage spaces beneath the counters. Expo Centric’s design allowed for these spaces to seamlessly blend in the overall aesthetic of the stand without drawing much attention.
The Build: Design Execution and Solutions
Expo Centric’s design and construction of CrowdStrike’s stand was the result of a clear and detailed strategy aimed at meeting the challenges and maximising the impact of the stand at AISA Melbourne Cybercon 2024.
By employing an open layout and strategically placing interactive features, the stand effectively balanced aesthetic appeal with functional needs.
Optimising the Space
The raised flooring, paired with carefully positioned elements like the activation wall and demo station, defined the boundaries of the space while still allowing free movement. The use of black stipple on the raised floor gave the booth a sleek and polished look, and the vinyl graphics provided subtle yet effective visual guidance for attendees.
Engagement through Interactivity
The demo station’s central location, coupled with a large screen, made it an inviting focal point for visitors interested in CrowdStrike’s cybersecurity solutions. This placement ensured high visibility for demos while also keeping the demo area easily accessible. The activation wall, positioned adjacent to the demo area, was a strategic decision that enhanced engagement without creating a bottleneck in the traffic flow.
Brand Consistency through Design
CrowdStrike’s brand identity was effectively reinforced using bold, recognisable colours, and strategically positioned LED lighting. The illuminated 3D logo hung above the stand served as a powerful visual anchor, reinforcing brand recognition across the exhibit floor. Additionally, the activation wall’s modular design with fabric graphics ensured that the activation space remained both cohesive with the overall design and functionally integrated into the space.
Creating an Open and Inviting Atmosphere
The open design and conversation counter gave CrowdStrike’s team a comfortable and accessible place to connect with attendees, while barstools and lockable storage compartments added a functional touch. This setup not only facilitated in-depth conversations but also maintained a high level of professionalism, as staff could quickly access marketing materials, tech equipment, and other essentials without cluttering the booth.
How Thoughtful Design Solved CrowdStrike’s Exhibition Challenges
CrowdStrike’s participation at AISA Melbourne Cybercon 2024 highlighted the company’s dedication to creating immersive, impactful experiences. By addressing key challenges with innovative solutions and focusing on functionality, Expo Centric was able to design a stand which successfully achieved a balance of professional appeal, brand presence, and engaging interactivity
The combination of visual appeal, thoughtfully designed features, and interactive elements ensured that the stand resonated with attendees and solidified CrowdStrike’s reputation as a leader in the cybersecurity industry.
From the raised, visually striking flooring to the carefully chosen LED-lit elements and engaging activation efforts, every detail of the stand worked together to create a memorable experience. This successful execution not only demonstrated CrowdStrike’s commitment to high-quality engagement but also set a new standard for cybersecurity exhibitions, showcasing how design, functionality, and brand messaging can combine to create an unforgettable presence at industry events.
