Events

Above, ISC West

ISC West, pictured above, is the keystone to Axon's visual identity for the year ahead. Focusing on differentiating itself from the Law Enforcement sector of the business, Enterprise needs to feel modern, clean, easily digestible, and light. The Enterprise Business at Axon focuses on solution for retail, hospitals, warehouses, data centers, infrastructure, stadiums, and general workforces. Any security companies outside of government or law enforcement agencies falls within Enterprise. As it is a newer business compared to TASER devices and Axon Body Cameras, I am tasked with defining the visual identity that still falls within the Axon brand.

IAHSS, a healthcare safety conference.
Here, I distilled the primary selling point of view we used for ISC West down for IAHSS, a much smaller footprint with a very small budget. Hands-on interaction with the Axon Body Mini cameras is paramount for our audience, feeling the premium quality and how light they are really open up conversations for our sellers. Next this leads in to Axon MetaCoach demos, this shows businesses how they can easily get their employees trained up on complex scenarios with support from Axon. From there, the team is able to show our Fusus software demo on the big screen and computer, showing how live feed from both their existing cameras and new Axon Body Mini cameras can be streamlined into a modern workflow. In addition, we’ll have the desk available for a la carte demos of any Axon Product as a home base for sellers to spread out in the space and have dedicated conversations. 

Insights: 

Axon Enterprise Needs a visual language all its own 

Tier 1: Focused on Axon Body Mini as hero product and key into the Axon Ecosystem of solutions

Tier 2: Axon MetaCoach (Training) and Axon Fusus (Security Software)

RILA

At RILA, we had a larger footprint and were reusing booth pieces we already owned to achieve a similar effect to ISC West but at a smaller budget. When we have a SOC (Security Operations Center), we found that keeping the walls dark makes for a high contrast moment that feels private and special, while keeping screen legibility high.

Hands-on interaction with the oversized Mini display

Axon MetaCoach on-desk

Axon Fusus Demos

Private Security Operations Center in middle of booth

Brand video loop

“I love this booth, it doesn’t make me stressed, I feel calm and I understand what you do.” – “So clean, modern, it felt like an Apple store.”

– Customers at ISC West 2026