This exhibition stand was created for Mace’s Defence & National Security business unit (BU) for the DSEI event at ExCeL London. The goal was to develop a visually impactful and informative presence that would reflect the BU’s professionalism and capabilities in a highly competitive and security-sensitive environment.
I carefully studied the exhibition floor plan to understand stand's visibility strengths and weaknesses. To overcome limited sightlines, I designed the stand in a bold ‘V’ shape, allowing it to be viewed clearly from multiple angles and increasing its presence within the space.
Due to the confidential nature of Mace’s work in the Defence & National Security sector, sourcing visual examples of past projects was a challenge. To address this, I strategically selected high-profile, non-defence projects, such as The Shard, to showcase Mace’s scale, delivery excellence, and professionalism. This approach allowed the stand to communicate credibility without compromising sensitive information.
A central photo collage was designed on an angle along with angled neon green lines to create a sense of motion and energy.
A custom neon green colour was developed specifically for the stand to ensure it stood out in the busy exhibition environment. I used this neon green strategically throughout the artwork, not only to highlight key messaging and accents, but also to ensure the Mace logo remained highly visible from a distance. These vibrant accents helped grab the attention of passers-by and guide their focus toward the stand’s core messaging.
Side poles were added to enhance visibility from all angles including behind the stand, and featured QR codes linking directly to Mace’s capability document, allowing visitors to access further information instantly.
The combination of bold design, thoughtful layout, and interactive elements made the stand highly effective.
The concept was very well received by the Business Unit Director, who praised its creativity, clarity, and ability to elevate the BU’s presence at the event. It successfully balanced brand integrity, innovation, and practicality, making a strong and lasting impression in a crowded exhibition space.
