Anatomy of a Threat Event Booth Design

Motivated by the success of our imaginative 2023 Black Hat Conference Comic Book Store booth, we sought to bring a brand new concept to the show floor once again. HUMAN was poised to announce enhanced threat mitigation, analysis, and reporting capabilities with the aid of machine learning models that would enable customers to detect threats and respond faster. With these technological improvements, we were inspired by the Victorian time period when history was saturated by an interest in science, nature, and technology. 

Surrounded by a sea of evergreen business conference booths of sleek neon signage, HUMAN and the team at Sparks created a unique and richly staged Victorian science lab. It was decorated with custom natural history-inspired illustrations, created by Gaspar Costa, and deconstructed pieces of modern technology sprinkled throughout. The animals, plants, and inventions symbolized cyber threats HUMAN protects against and capabilities HUMAN excels in.

Response for the booth was overwhelmingly positive from attendees and culminated in a visit from the show organizers inquiring about our creative team. The booth also received a glowing mention in a post-event blog by Forrester, an industry-leading market research firm. HUMAN may not have a huge budget, but its focus on concept and creative execution rivals those of much bigger companies.

Accolades: MUSE Creative Award, PRINT Award, Event Marketer Experience Design Award

" It's the first booth I've stopped at, everyone else is just meh."

" Last year ya'll had the best booth, this year it's even better." --NATO

"The HUMAN booth was the talk of the show."

"It's very cool compared to everyone else *chef's kiss*"