Leidos
Trade Show Transformation
Global
Responsibilities
Account/Client Management
Creative Direction
Concept Development
Booth User Experience
Digital Strategy
Budgeting
Project Management
Vendor Management
Overview
When Leidos sought to elevate their trade show presence, our initial interactive exhibit quickly proved its value and became the catalyst for a broader transformation of their event marketing strategy. In close collaboration with their booth partner, GES/Spiro, we designed and deployed a suite of interactive product experiences supported by a scalable library of digital assets.
Beyond content creation, we helped define a strategic user journey that guided attendees from attraction to education and into meaningful follow-up conversations. Our team also trained on-site staff to effectively use these tools and regularly traveled to key events to support installation and execution.
Over the past two years, this work has played a critical role in modernizing Leidos’ trade show approach, strengthening brand presence, and enabling more effective, consistent engagement across more than 50 events annually.
When we first started with Leidos trade show team, they had a self-described “garage sale” design
Product models strewn about, egregious textures, no logical user flow, and low-quality digital content
So we came up with a strategy.
Scalable digital product content on touchscreens greatly reduced the cost and complexity of physical models
Sales tools that scaled to large and small shows
Wow factor “theater” and other AV pieces that also scale to any show size
Digital conference room that serves as an innovation space for high-value customers
Implemented our WildView booth analytics system to provide their marketing team with data on user behavior for the first time ever
Assets we created as part of this platform were used in Leidos omnichannels and paid ads leading up to Sea Air Space show in 2025
556% Increase in Web Traffic the week before the show
A strategy slide from the concept deck I created and used to win this project
Capture of a “Digital Twin” we would create for Leidos to visualize booth layouts, content, and strategy before the booth was built.
Our internal IP, “WildView”, is an event analytics tool powered by computer vision and Ai that gives trade show marketers unique data not previously available in the industry.
I led the product concepting, design, and development process.
Day 1:
Zone 1 - Hologram
Total Foot Traffic: 6,162
Number of Unique Impressions: 1,064
Average Dwell time: 38 sec
Zone 2 - Sliding Wall
Total Foot Traffic: 486
Number of Unique Users: 52
Average Dwell time: 186 sec / 3.1 min
Zone 3 - Kiosk
Total Foot Traffic: 2,010
Number of Unique Users: 41
Average Duration of Impressions: 118 sec
The trade show digital marketing assets were so popular, that Sales teams were demanding to have access to them for customer meetings.
We are now in the process of porting to their websites, briefing center experiences, and sales low-end laptops; greatly increasing the ROI of these projects.
To improve the ease of use and customization of the Defense Product tool, we built a custom CMS that let’s them control product visibility and content for a new show, saving them costs and time across their 50+ shows a year.
“My opinion: best booth since I’ve been here!”
“What I love about the booth was how modern and innovative it felt… I like how I was able to portray QTC as a thought leader. I really liked how there was a lot of interactive and engagement which seemed to catch people’s attention…it’s the most fun I’ve ever had in a trade show!
”
“I think you guys nailed it. This customer journey is smart, it allows for flexibility with a customer. It’s so much better than a used car salesman approach of sitting and waiting for engagement. This customer journey flow is very powerful.”
“I overheard someone down the hallway say, “They have a hologram!””
“I’ve been at Leidos 11 years, we’ve never had this level of quality and consistency in our booths
”
“I love coming to the touch screen kiosk because I can go directly to the specific capability or question the customer is asking about.”
This project and imagery was created while employed at The Virtual Wild. I do not own the intellectual property. The project was made possible by a team of talented designers and developers.
Additional project imagery, process documentation or context information can be shared if requested.