Axon
Branding a conference and the party after it
Every year the law enforcement world gathers at one conference, and Axon goes big at it. In 2017 they had a second job to do there. The company had just changed its name from Taser, and plenty of the room still called it the old one. We took on the show floor and the invite-only party that follows it.
- Art Direction
- Illustration
A new name to get across
Axon had been Taser for most of its life, and a lot of people at the conference still said Taser. So everything on the floor did two jobs at once: show what the new products could do, and put the new name in front of as many people as possible. Mini posters for station walls, one-sheeters for products and recruitment, drink coupons, the lot.
After the show it's the after party
Axon throws a party on night two, invite only, for the chiefs and a guest. It’s less marketing and more about having a good time with the name in the room. The conference was in Philadelphia that year, so we built the party out of street art. A VIP badge, wayfinding, and a one-off run of shirts.