CloudPhysics on Display
How Strategic Booth Design Boosted Market Visibility
When CloudPhysics was preparing for its first-ever tradeshow debut, one of the founders came to me with a clear challenge: create a bold, modern presence that would cut through the noise.
They needed a booth that not only embodied their fresh brand identity but also encouraged hands-on demos and capitalized on strategic floor placement. The goal? Stand out, spark engagement, and signal they were a serious player in the cloud analytics space.
Some Basics
Team Size: 2 (me and another freelancer, a motion graphics designer)
Geographies: 3 (US, Ukraine)
Disciplines led: 3 - Industrial Design, Graphic Design, Motion Graphics
Budget Managed: $450K
Key Metrics
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Delivered completed booth design in 2 months from scratch for a brand that essentially had no collateral.
Leadership Challenge
Context
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Led the end-to-end execution of a trade show presence under an aggressive two-month timeline, requiring precision and rapid decision-making.
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Drove high-impact results by balancing speed with quality, making strategic trade-offs without compromising the attendee experience.
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Managed scope, budget, and contingencies with rigor—prioritizing effectively to deliver a polished, brand-aligned outcome under tight constraints.
Approach
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Orchestrated cross-functional collaboration across brand, marketing, engineering, product management, and executive leadership to deliver a unified trade show presence.
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Navigated complex stakeholder dynamics and led without formal authority—driving alignment, clarity, and shared vision under high-pressure conditions.
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Fostered strong collaboration across disciplines that had limited prior partnership, ensuring seamless execution and consistent messaging.
Results
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Delivered more than just a booth—I created a brand moment by translating CloudPhysics’ identity into a visual and experiential story within a physical space.
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Led end-to-end strategy and execution of the company’s first tradeshow presence in just two months, while managing a full-time role elsewhere.
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Secured a high-visibility booth location and designed a layout that emphasized accessibility, engagement, and live demos.
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Created all large-format print and motion graphics for in-booth displays, ensuring a cohesive and impactful brand experience.
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Coordinated closely with founders, vendors, and event staff to align vision and execution under tight timelines and constraints.
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Delivered a high-performing booth that positioned CloudPhysics as a standout presence—shortly before its acquisition by HP.
The Motion Graphics
The Final Booth
These are images I took of the final booth installed and up and running, Towards the end of the gallery you'll see some photos of the build out prior to the VMworld event started. The booth was a huge success!
