TBD Inc.

TBD Inc. set out to transform a 10x20 corner booth into a scientific experiment in visual psychology. As a leader in Decentralized Web Nodes (DWNs) and Verifiable Credentials (VCs), they needed more than aesthetics; they needed a booth that could cut through a visually chaotic environment and draw in highly technical attendees with purpose. By applying phototropism—the natural biological attraction to light—and backing their strategy with digital signage research, TBD partnered with Authentic Exhibits to deploy a 75,000-lumen backlit environment that increased SQLs by 15% and created measurable improvements in attraction rate and dwell time. Cisco Live became the proof point: in the world of IT infrastructure, lighting is not decoration—it is a conversion tool.

Size: 10x20 Backlit Corner Unit
Sector: Tech & Electronics · Cybersecurity · Digital Identity · Identity Access Management (IAM) · IT Infrastructure
Show: Cisco Live
Location: Rotating Cities (Las Vegas / San Diego)
Year: 2025
Four people sitting in a brightly lit room with yellow and black pixelated graphics on the walls, including the text 'tbd' and pixel art of a robot and a spaceship.
Three business professionals engaging in a conversation at a technology exhibition booth with a yellow illuminated sign displaying 'tbd' and pixelated graphics of a rocket and a QR code.
A technology exhibition booth with yellow pixelated designs and the text "tbd." Several people are in conversation or seated around the booth, with digital screens displaying a message about building open technology to connect the financial world and
Conference booth with yellow digital displays and pixelated graphics, featuring the text "tbd" and a robotic figure, with a man in a suit standing behind a counter, and another person sitting in the background.
A conference or event booth with bright yellow digital screens displaying the text 'tbd' and 'Building open tech to connect the final'. Three people in business attire are conversing in front of the screens, and there is a table with refreshments on
An indoor conference room or exhibit space with two large illuminated yellow screens displaying the words "tbd" and "Building open technology to connect the financial world." A small potted plant, a yellow chair, and a table with a water dispenser an 
Challenge

Cisco Live is loud, high-energy, and fiercely competitive, with exhibitors showcasing the infrastructure "plumbing" that keeps the internet running. For TBD Inc., whose products involve complex backend technologies like DWNs and SSI SDKs, the difficulty wasn’t just visibility—it was comprehension. A standard booth risked blending into the noise, and leadership needed hard evidence before approving the higher investment required for a backlit environment. They also needed a way to filter crowds effectively, attracting serious Sales Qualified Leads instead of general traffic. The challenge became threefold: justify the spend with factual research, visually stand out in a chaotic environment, and ensure the booth functioned as a precision tool for capturing high-quality technical prospects.

Solution

Authentic Exhibits engineered a data-driven solution built on phototropism and illuminated display science: a 10x20 backlit corner unit producing over 75,000 lumens—the brightest visual anchor in its aisle. Leveraging research around human visual response, the booth was designed to capture 400% more views, retain attention 4x longer, and establish instant brand recall through high-contrast luminous graphics. To maintain budget efficiency, TBD Inc. reused existing fabric graphics from a prior show, saving 25% in print costs while achieving a dramatically enhanced visual environment. The booth functioned as a true “phototropic beacon,” pulling attendees toward the brightest point in the visual field and creating optimal conditions for communicating complex technical concepts.

Impact

The luminous backlit design performed exactly as predicted: TBD Inc. achieved a 15% increase in Sales Qualified Leads, driven not by volume but by the booth’s ability to attract the right level of technical buyer. The bright, premium aesthetic acted as a natural filter, repelling unqualified walk-bys and drawing in engineers, architects, and decision-makers who understood the value of decentralized identity. TBD also validated industry benchmarks on attention span and attraction rate, confirming that the booth generated longer dwell time and higher engagement than their previous non-illuminated setups. Most importantly, their SQL-to-customer conversion rate stabilized—creating predictable, scalable performance metrics and proving that trade show design rooted in scientific principles directly impacts the sales pipeline.