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Order in the chaos. That was the brief we gave ourselves.
Most trade shows hand exhibitors a floor space and step back. What happens inside is their problem. The result is always the same: a hundred brands shouting in a hundred different directions, and a visitor who doesn't know where to look. We did the opposite.
HLS & CYBER is a premier biennial showcase for the global defence and cyber industries. Three days. Hundreds of exhibitors. 5,000 high profile attendees from around the world - fly in to make business.
The solution: Total Concept. One idea, all over the place. Exhibitors brought their products and their brands - but we brought the universe they lived in. Walk through the entrance and you felt it immediately. One story. One vision. Hundreds of voices, but one language.