Trade-show booth worlds and a global sales kickoff identity for Cato Networks, from the Saloon to Wonderland.

Context

Cato Networks brings its channel partners, customers and own teams together at trade shows and an annual sales kickoff. In a crowded hall, a booth has seconds to say what the company does.

I designed the worlds people walk into: one booth idea per message, built on a single brand system.

Identity

Lead the Way is the 2025 Global Sales Kickoff identity: badges, bags, notebooks, stage screens and signs, all from the same shapes and the Cato green.

Decisions

Each booth turns one message into a place, so a visitor understands it by walking in: a Wild West sheriff for channel partners, a movie set for phishing and AI, a Wonderland for marketing, a quest for choosing a partner.

Technical subjects became stories, and the hotspots point out the details that carry each one.

Takeaways

A set of booth concepts that share one language, so Cato looks like one company in every hall.

Enterprise security does not have to look cold. A clear idea per booth, held inside one brand system, made complex products easy to talk about.