Client: Axon | Event: Land Forces 2024 | Location: MCEC Melbourne | Industry: Personal Protection
Functional design meets cutting-edge technology
As a leader in public safety technology, Axon participated at this year’s Land Forces held at the Melbourne Convention and Exhibition Centre (MCEC) from 11-13 September to showcase its innovative solutions including drones, body-worn cameras, TASER devices, and virtual reality (VR) experiences.
Expo Centric, also an industry leader in the field of experiential marketing, ensured that Axon’s 12x6m stand at the event not only drew attention with its tech-forward design but also provided meaningful engagement opportunities, allowing Axon to demonstrate the practical benefits of their technology while reinforcing their leadership in the public safety industry.
Challenges
Axon’s primary goal for this event is to provide an engaging, highly interactive display that highlights their range of products while embodying their brand identity. They sought to create a stand that would attract attention, encourage interaction with their technologies, and ultimately reinforce Axon’s reputation as a forward-thinking leader in the industry.
For Land Forces 2024, Axon needed a stand that would:
- Highlight the capabilities of their products in an interactive and immersive way.
- Make a strong visual impact to increase their visibility and attract attendees.
- Convery Axon’s brand identity through a cohesive design that uses the company’s colour palette and bold graphics
Specific Requirements
Axon’s participation at Land Forces 2024 came with specific requirements and several objectives that included both functional and branding elements, all aimed at maximising the effectiveness of their presence at the event:
- A layout that incorporates four product display areas for drones, body-worn cameras, TASER devices, and VR technology
- Three showcase counters for individual product displays with options to upgrade counters based on the event’s needs
- A space for a VR experience that includes a walled corner with a window
- A 12-meter TASER demonstration range, enclosed with plexiglass on one side and must have LED lighting
- A storage area where 3 television sets can be mounted
- Enhanced branding, including a mural, product graphics, and clear signage
The Build
To address the specific requirements of Axon, Expo Centric carefully and intelligently designed the stand to focus on integrating functional elements with a modern, branded aesthetic that would help Axon achieve their event goals.
Ensuring consistent branding throughout the area, the bold use of Axon’s branding on the walls, counter displays, and signage made the stand highly recognisable. The black-yellow-white colour palette aligned with Axon’s brand identity, emphasised further with black accents.
Product Display Areas
Each product area, structured with Alluvision frames and accentuated with PVC graphics, was strategically placed to allow visitors to explore Axon’s technology easily. The drones, body-worn cameras, TASERs, and VR technology were each presented in their own section, ensuring that visitors could engage deeply with each product.
TASER Range
The 12-meter TASER range was the most prominent feature of the stand. It was designed using black Maxima structures with clear acrylic side panels and a mesh ceiling to create a clean, high-tech look. LED lighting inside the range made the area highly visible from afar and a large mural graphic on the back wall helped reinforce Axon’s branding.
Virtual Reality Zone
The VR zone was enclosed to create an immersive experience for users but also included a window so that other attendees could observe the action. Custom floor graphics were used to define the VR safety zone while showcasing the Axon logo.
Body-worn Camera Area
Presented on a secure counter with an interactive TV showing real-time body-worn camera footage.
Drone Area
This space included a section for Dedrone, one of the leading drone defence companies in the country.
Key Features
Illuminated SignageCustom-designed 3D lighted logo made the Axon stand highly visible from various angles at the event. Axon’s logo and branding were displayed prominently, helping attract attendees from afar.
Floor Graphics
In the VR zone, floor graphics were not only used for safety but also served as another branding opportunity, reinforcing Axon’s visual identity.
TV Displays
Large TV screens in each product area displayed engaging content related to the respective technologies which helped educate visitors and maintained their attention.
Branded Mural and Graphics
The stand featured bold graphic murals in key areas, including the TASER range, which created a visually striking backdrop for the demonstrations.
Storage Area
The storage area was seamlessly integrated into the stand, providing lockable storage for Axon’s equipment and marketing materials. This area was positioned strategically to be accessible but not disruptive to the overall flow of the stand. It was also where three television sets were mounted to incorporate a digital element to the stand.
Results
The Axon stand at Land Forces 2024 was a significant success. Expo Centric had effectively met all of Axon’s requirements by providing an engaging and immersive experience for visitors. Through the combination of interactive product areas, bold branding, and technological demonstrations, Expo Centric was able to strike a balance between functionality, branding, and visitor engagement which ultimately created a memorable experience for attendees.
Visitors were drawn to the exhibition stand by its high-tech aesthetic and well-integrated design elements, and once inside, they were able to engage deeply with Axon’s products.
Expo Centric was able to design a stand that not only met Axon’s functional needs but also reinforced the brand’s leadership in the public safety technology space. The design successfully captured the attention of the target audience and positioned Axon as an innovative, tech-forward brand.
The detailed approach of Expo Centric ensured that every aspect of Axon’s presence at Land Forces 2024 was purposeful, impactful, and aligned with the brand’s broader marketing and branding goals.
