Intentional Re-useable Design. Maximum Return.

The modular booth system was created to support global user conferences and third party events with a consistent, premium brand presence that could scale across regions. Rather than producing one off builds, the experience was designed as a flexible system that adapted to different footprints, venues, and markets while maintaining brand cohesion.

Deployed across multiple global events, the modular approach enabled faster execution, reduced production complexity, and ensured teams could show up with confidence in high visibility environments.

Strategic Intent

The modular booth strategy was built to enable scale, sustainability, and cost efficiency within a growing global events portfolio. I led the strategy to create a reusable exhibit system that reduced redundant builds, minimized waste, and lowered total cost of ownership while supporting rapid deployment across regions.

This approach allowed global user conferences and third party events to expand into new markets without incremental build investment. Standardized components and deployment processes supported operational discipline, consistent execution, and long-term budget efficiency while enabling pipeline-driving GTM programs.

Customer-Centered Design

The booth experience was designed for clarity and approachability in busy conference environments. Flexible layouts supported both discovery and deeper conversations, allowing teams to adapt engagement based on audience flow and event context.

From an attendee perspective, the modular system created familiarity across events while still allowing for localized messaging and interaction. This balance supported meaningful engagement without sacrificing speed, sustainability, or experience quality. A modular booth system was designed to travel seamlessly across North America and EMEA, supporting third party events ranging in scale from 1,500 to 75,000 attendees. The system delivered a consistent, high-quality brand experience while flexing across venues, footprints, and regional requirements, allowing us to deploy efficiently across diverse markets.

Modular Experience:

• 10’ x 10’ (100 sq ft)


• 10’ x 20’ (200 sq ft)

• 20’ x 20’ (400 sq ft)

• 20’ x 30’ (600 sq ft)

• 20’ x 40’ (800 sq ft)


• 30’ x 30’ (900 sq ft)

• 40’ x 40’ (1,600 sq ft)

• 50’ x 50’ (2,500 sq ft)

• 60’ x 60’+ (3,600+ sq ft)