TRUSTWAVE @ RSA 2018

TRUSTWAVE @ RSA 2018

Award: Best stand at a Defence or Security Event – BRONZE

Agency: 2020 Exhibits

Client: Trustwave

Event Name: RSA 2018

Agency Website:  2020exhibits.com

 

 

Gallery:

 

 

The Brief:  

At its core, Trustwave is a cyber security and managed security services provider that helps businesses fight cybercrime, protect data and reduce security risk. Trustwave is a standalone business unit within Singtel Group Enterprise and continues to operate under the Trustwave brand. As the leading information security conference, RSA Conference connects cybersecurity experts from around the globe. When showing at the RSA, Trustwave had two main challenges – to design a robust exhibit experience that represented the highly sophisticated cybersecurity technology and services Trustwave was presenting while accommodating a very full schedule of presentations and ongoing engagement was slated in this robust 20’ x 20’ space.

 

The Solution:

The contemporary look of Trustwave was well represented in the layout. Highlighted by a curvy, spherical overhang sign, the exhibit was brought together with a host of highly branded accents including bold curved pillars, and vibrant graphics throughout the space. The lighting design perfectly complemented the layout, with modern lighting, and back lighting throughout.

 

The Activation:

The Trustwave brand and identity conveys confidence, boldness and simplicity. It has evolved to represent a company that embraces both innovation and establishment—a trusted advisor that brings to light the possibility of threats around every corner—and the way Trustwave can clear away those threats and bring about a promising, bright future.
When showing at the RSA, Trustwave had two main challenges – to design a robust exhibit experience that represented the highly sophisticated cybersecurity technology and services Trustwave was presenting while accommodating a very full schedule of presentations and ongoing engagement was slated in this robust 20’ x 20’ space. Hospitality is also key, with a seemingly endless supply of delicious savory and sweet snacks for this hungry crowd. The sales and marketing team at Trustwave had more private second level conference room booked with VIP meetings throughout the show, so they needed to be prepared to receive those meetings while juggling both the live demos in the front of the booth and the regular foot traffic flowing through space and settling into the product presentations. Despite having a 20’ x 20’ footprint to work within, space was at a premium. With a sharp eye focused on strategic design to manage traffic flow, the exhibit environment and layout was fluid and inviting. The meeting conference room was a world to its own, positioned high above the show floor. Those presentation guests filtered towards the center where comfortable seating orbited a large monitor and presentation area. For attendees passing through, counters and demo stations were strategically placed around the perimeter and underneath structure-defining overhangs.

 

The Result:

The creative design is sleek and modern, with an innovative use of media and imagery to elevate the brand’s presence. Maximizing the space in a thoughtful, deliberate way, there is no dead space or underutilized surfaces. Traffic was consistent throughout the event with an increase in both quality and number of attendees and a marked increase in leads, year-over-year.