AUSA Federal Conference
AUSA is the Association of the United States Army’s annual meeting and conference. This year, I led the ideation for Axon's booth graphics at AUSA from concept to production. Axon is a new player in the federal space, and over the years we’ve been trying to figure out the correct visual approach for our booth that appeals to this new customer while still being true-to-brand.
After attending the conference last year, I noticed a couple insights on the major spenders at the conference like Bell, General Dynamics, Anduril, SAAB, Palantir, and US Army:
grounded applications that feel authentic to the use case. See environment fixtures like terrain, rocks, road textures in-booth. Also used in history references applied to new technology. This felt very related to imagery from the National Park system evoking Theodore Roosevelt, the Army, Mack trucks, Danner boots, a nostalgic approach to physical work and collective labor of soldiers
imagery of soldiers in the field, real-world images and video
tactical details and hud graphics
A major unexpected insight, Axon is the only company in this space that talks about less-lethality. Everywhere else, the discussion is around maximum lethality. This is a super interesting insight I never considered until I walked the space. This gives Axon a major differentiator that we have to use strategically to give us an edge, but be careful of it being “othering”.
Conference photos
