Stepping onto the floor at InfoComm can feel a little bit like walking into a gladiator arena. It is the premier event for the audiovisual and technology sectors, and the competition is absolutely fierce. For a company like Newline, a manufacturer of interactive LCD monitors, the stakes couldn’t have been higher. They weren’t just showing up; they were trying to break into a market dominated by massive, established giants. To make a real splash, they knew they needed a trade show exhibit design that would do more than just hold up their screens—it needed to tell their story.
The challenge for any new market entrant is visibility. How do you get someone to stop at your booth when the household names are just a few aisles away? Newline understood that as a relatively new company, their first impression had to be perfect. They reached out to Divinitas because they needed a partner who understood how to turn a physical space into a strategic brand asset. They weren’t just looking for a builder; they were looking for a way to prove they belonged on the big stage.
The Challenge: Standing Out as a New Player
Gaining traction at a show as big as InfoComm is no small feat. The floor is crowded, loud, and visually overwhelming. For Newline, the primary obstacle was the sheer scale of their competitors. Most of the established players had decades of brand equity and massive budgets to throw around. Newline tasked us with creating an effectively branded environment that was specifically engineered to showcase their latest interactive LCD inventory designs.
Beyond just the aesthetics, there was a very real pressure regarding the bottom line. As a growing company, Newline faced strict budget constraints. Every dollar spent had to work twice as hard. The risk of a “failed” booth is much higher for a new player because there isn’t a massive safety net if the ROI doesn’t materialize. They needed a design that looked expensive without actually draining their entire marketing fund for the year.
Designing for Product Interaction
Since Newline specializes in interactive displays, the booth couldn’t be passive. We had to ensure that the layout encouraged people to actually touch and use the monitors. If a visitor just walks by and looks, you’ve lost. The trade show exhibit design had to facilitate a hands-on experience that felt natural and inviting, rather than cluttered or confusing.
The Solution: Design Derived from Identity
We didn’t start with a generic template and slap a logo on it. Instead, the strategy was built around a design “derived directly from their brand identity.” This meant looking at the sleek, modern, and user-friendly nature of their LCD monitors and translating those physical traits into architecture. We wanted the booth to feel like an extension of the product itself.
The execution focused on creating an inviting environment where the product was the undisputed hero. By using clean lines and open spaces, we avoided the “wall of screens” look that often plagues tech booths. This approach made the Newline space feel approachable. It gave visitors room to breathe while they explored the technology, which is a rare luxury on a hectic trade show floor. Brand consistency was the key to making them look like a seasoned veteran rather than a newcomer.
The Strategic Edge: Budget Certainty
One of the biggest headaches in this industry is the “hidden fee” culture. Many companies get a quote that looks great, only to be hit with drayage, electrical, or labor overages after the show ends. For Newline, this wasn’t an option. They needed budget certainty to move forward with confidence.
Divinitas provided a price guarantee that changed the entire dynamic of the project. This gave the Newline team the peace of mind that the amounts they allocated would be honored. There were no surprise cost overages. When a marketing team isn’t looking over their shoulder at the mounting bills, they can focus 100% on selling and networking. It turns out that financial accountability is just as important as the design itself when it comes to show-floor success.
A Lesson for Every Exhibitor
There is an evergreen lesson here for any brand: reducing financial stress allows for better performance. Whether you are a startup or a Fortune 500 company, knowing your final bill before you even ship your crates is a massive advantage. It allows for better planning and a much more relaxed, professional presence during the event.
The Results: Making an Impact
The final custom exhibit didn’t just sit there; it successfully “made quite an impact on the show floor” at InfoComm. Newline was able to stand shoulder-to-shoulder with the industry giants. They proved that with the right trade show exhibit design, you don’t need the biggest booth to have the biggest presence. The combination of a strong brand-led design and total financial transparency proved to be the winning formula.
By the end of the show, Newline wasn’t just another “new company.” They were a recognized player with a pipeline of new leads and a brand that people remembered. It’s a testament to what happens when strategy, design, and budget alignment all come together at the right time.
Planning for the next InfoComm? Contact Divinitas for a complimentary design and a cost-guaranteed quote to ensure your brand stands out without breaking the budget. We’ll help you make your mark on the floor while keeping your finances exactly where they should be.