2025 Beautiful Booth Award Winners

The second annual Beautiful Booth Awards at RSAC 2025 Conference showcased exceptional creativity and strategic marketing across the security industry's biggest expo show floor. This year we were wowed by dazzling designs, daring or darling activations, and perfectly-mapped-to-persona experiences!

Award Categories

This year's Beautiful Booth Awards were organized by booth size:

• Early Stage Expo - Pre-built booth kits for emerging companies
• Small (10×10) - Compact spaces requiring maximum creativity
• Medium (10×20) - Mid-sized booths balancing space and impact
• Long (10×30) - Extended linear spaces presenting unique design opportunities
• Medium (20×20) - Square footage allowing for more elaborate designs
• Big (20×30) - Large spaces demanding comprehensive experiences
• Massive (30×30 and above) - The largest exhibition spaces at RSAC 2025 Conference

Judging Criteria

Our judges evaluated each booth and written submission on three key areas (10 points each):

1. Design Aesthetic - Visual appeal, creative use of space, and cohesive branding that draws attention
2. Attendee Engagement - Interactive elements, activities, and experiences that keep visitors engaged
3. Message Clarity - Clear communication of value proposition with balanced technical and business messaging

Like last year, we tried to consider the company stage and size as well as overall execution. This year, we added more depth to our Message Clarity and Attendee Engagement judging criteria in order to try to make the playing field more equal for companies with smaller budgets for design. Several booths eked ahead of others that wouldn't have won on design simply due to their very strategic planning and preparation. Clarity and depth of response, as well as metrics on pipeline created and meetings booked as a result of booth engagement, also had a big impact on judges' decisions.

As we say at the Cybersecurity Marketing Society, "beauty is in the eye of the boothholder."

A notable trend this year: winning booths created experiences that reinforced their product messaging, using themes and activities to make abstract security concepts tangible and memorable. We love that!

The Winners

Early Stage Expo

Winner: Sprinto

Sprinto maximized the limited customization options of the Early Stage Expo kit by adding a custom-branded prize wheel that drew passersby in. They incorporated flashing sirens and mystery prizes to create a little more excitement in a section that often just has candy as a giveaway. Their "SOC 2 Compli-AI-nce Done Right" messaging integrated AI into their compliance platform positioning. Despite the constraints of working with a pre-built booth with very limited design options...or even space, they showed that enthusiastic engagement can make a significant impact. (And reinforces something that we believe is just human nature at this point: everyone loves to spin a big colorful wheel.)

Small Booth (10×10) Winners

First Place: LimaCharlie

Wow, LimaCharlie sweeps first place for the second year in a row! When we saw legos the judges originally did not think this would be unique enough to score high, but LimaCharlie's theme perfectally visualized their "build what you need" SecOps platform concept, complete with job role/function-specific lego sets. Their interactive demos showed visitors how to construct custom security workflows, making their platform's flexibility understandable. The metaphor communicated their core value proposition: security teams can build what they need. This cohesive execution from concept to experience made LimaCharlie's small booth one of the most memorable at the show.

Second Place (Tie): CardinalOps

CardinalOps got ample attention from their custom Nike sneaker design giveaway, tied to a security-themed lockbox challenge. Attendees had to "crack the code" to discover if they'd won, mirroring concepts of threat exposure and access control. Their "Control Your Threat Exposure" messaging was displayed in red and white, and CONTROL was huge, ensuring visibility even in the busy expo environment. The interactive element kept visitors engaged while reinforcing security concepts in a tangible way. The booth design used the limited space to accommodate both the challenge activity and product demonstrations. CardinalOps balanced fun engagement with serious security messaging!

Second Place (Tie): Insane Cyber

This seed-stage startup with a two-person marketing team impressed judges with their bold "Tell Adversaries to Flock Off" swan-themed booth for their OT security solution. They built a custom OT monitoring range for live demonstrations, showcasing real technical capabilities despite their small size. The playful swan theme and puns was a unique brand identity that stood out from more corporate booths. Visitors appreciated the combination of humor with serious security demonstrations, making complex OT security concepts more approachable. Insane Cyber showed that personality and creativity combined with hard tech demos can compete against larger budgets!

Third Place: Anvilogic

Anvilogic delivered a sleek, high-tech presence with vibrant LED light bars and cosmic-themed backdrop creating a futuristic atmosphere. The deep space color palette paired with illuminated vertical lines drew attention from across the show floor. Their "Build Detections You Want, Where You Want" messaging was displayed on large interactive screens showing their detection engineering platform in action. The hands-on demo station encouraged visitors to explore real use cases and engage with solutions through personalized walkthroughs. Live platform demonstrations allowed technical buyers to see interface capabilities while business buyers understood strategic benefits—flexibility, speed, and control. The minimal design and consistent cosmic theme reinforced Anvilogic's focus on modernizing security operations through tailored detection capabilities, with every element staying laser-focused on their core mission. Anvilogic has consistantly marketed through exceptional messaging with minimal "flash" - and it showed in this well-executed and well-attended booth!

Medium Booth (10×20) Winners

First Place: Cyera

How could we miss the booth that RSAC 2025 Conference even highlighted in their communications? Wow, what a booth! Cyera's bold, glowing universe installation was a visual showstopper and a metaphor for their data discovery platform. The cosmic theme represented their ability to find and protect data across sprawling cloud environments. They reported a three-fold increase in booth traffic compared to 2024, delivering hundreds of demos and hosting a high amount of meetings. The universe above their booth was a natural conversation starter - one could say a "show stopper" -  that fed into multiple demo stations that enabled them to easily pull in interested attendees. The ethereal lighting and space theme made their technical platform feel innovative and forward-thinking. The judge were impressed - this was a "WOW" booth, from concept to design.

Fun fact: Jenna Quigley and Chris Hines, VPs of Marketing at Cyera, will be speaking at CyberMarketingCon 2025. Get your in-person or virtual tickets now!

Second Place: NINJIO Cybersecurity Awareness Training

NINJIO, a security awareness platform, transforms cybersecurity training from a dry topic into an engaging story that employees don't think is a chore...and their booth showed it! Their design emphasized the personalized, enjoyable aspects of their security awareness platform with large-format, friendly cartoon graphics of the characters in their trainings. The team booked an impressive number of meetings from interactions with the booth. Bright colors and interactive displays created an inviting atmosphere that contrasted with more serious security vendor booths. Their "Personalized and Engaging Cybersecurity Awareness Training" message (simple but tells you exactly what it is) was boldly displayed and only one of a few text on the booth design. With the strong integration of brand & message through the booth, NINJIO succeeded in "show, don't tell."

Third Place (Tie): Axur

Axur has a full product portfolio, and their strategy around how to message and prioritize these offerings is what bumped them up to placing in this category! Axur chose to lead not with every product and security caterogy offering, but to keep it simple by focusing the booth on their most accessible and understandable product: takedown services for fraudulent content. This approach meant visitors could quickly and easily understood the value of their solution without getting dizzy / confused / drowning in acronym soup. Their team was well-prepared, able to guide visitors from initial interest to their broader platform capabilities & solutions after piquing their interest with the takedown services. Additionally, their focus on customer journey mapping from attraction to conversion and the decision to focus (land and expand in a way) garnered good results and the praise of our judging team!

Third Place (Tie): ThreatConnect

ThreatConnect did something fun & unique to cut through the noise and try to maximize the engagement in a smaller-format booth space with a not-unlimited budget: they transformed their space into the Museum of Cyber Defense! The museum concept & collection of artifacts was a great representation of ThreatConnect value (a solution that acts as a centralized hub for operationalizing threat intelligence). The interior of the booth hosted display cases with artifacts like the MITRE ATT&CK Tablet and Primordial Panda sculpture. Beautiful custom picture frames surrounding digital screens drew numerous compliments and reinforced the museum vibes. The design went for a sophisticated vibe: regal gold accents with dark blue. Visitors could choose self-guided product tours or deep-dive product demonstrations with sales engineers, catering to both business and technical audiences.

Fun fact: Arpine Babloyan, VP of Global Demand Generation, and Charles Gold, CMO of ThreatConnect will be speaking at CyberMarketingCon 2025. Get your in-person or virtual tickets now!

Long Booth (10×30) Winners

First Place: SimSpace

This is the first time we saw something like this...and it was equally parts weird and genius. SimSpace created one of the most talked-about activations with a gym-themed booth. (Yes, like...your local gym. This reminds me a little of kids who want carwash-themed birthday parties.)The Simspace booth hosted plank competitions and other fitness challenges. While all of us like to talk about strengthening security posture, or resilience, or your network...SimSpace made it literal for their cybersecurity range that lets companies simulate, test, and optimize their cybersecurity defenses in a realistic environment. Attendees participated in competitions while learning about the cyber range training capabilities. The booth maintained high energy throughout the show with prizes including Theraguns and Red Bull energy drinks. The physical activity served as an effective metaphor for security team training and preparedness. SimSpace turned what could have been a gimmick into a meaningful brand experience. We also don't want to know what their event insurance cost!

Second Place: Allot Ltd

Allot created a welcoming oasis with comfortable seating and quality coffee, encouraging extended conversations about their network security solutions. Their "Securing Networks, Protecting People" message was displayed without overwhelming the space, and judges gave a hat tip to this message for the humanity within it (people are the end domino in any security incident). The relaxed atmosphere contrasted with the typical trade show chaos, giving visitors a reason to stay longer. Multiple demo stations were integrated into the lounge-like environment. The sophisticated design used warm lighting and natural materials to create a premium feel. In contrast to some of the other winners this year, Allot demonstrated that sometimes the best engagement strategy is creating a pleasant environment for deep and meaningful discussions.

Medium Booth (20×20) Winners

First Place: Vanta

Dang, what a gorgeous booth with something we didn't see too much of in the submissions this year: revenue-focused messaging (which, to be fair, not every security solution can authentically claim). Vanta broke from cybersecurity's typical blue-and-black aesthetic with their vibrant "Trust is a Team Sport" theme, transforming compliance from a technical checkbox into a revenue-enabling team effort. Their expanded 20×20 booth featured sports-themed elements—pom-poms, pennants labeled "Compliance," "Risk," and "Security," a trophy podium, and a pop-a-shot basketball game under a "Win customer trust" banner. The campaign started before RSAC with airport ads, highway billboards, purple-wrapped cars, and Uber takeovers, building anticipation throughout San Francisco. Four dedicated demo stations showcased AI-powered GRC, automated compliance, and third-party risk management as business accelerators rather than just security features. The messaging balanced accessibility for executives focused on trust as a revenue driver with technical depth for practitioners. Custom swag including basketball stress balls, foam fingers, and Tony's Chocoloney reinforced the playful yet purposeful approach.

Second Place: Mend.io

Like last year, Mend.io's booth was a visual extravaganza that you could not walk by without interacting with! Mend.io created an authentic basketball court experience timed with NBA playoffs, featuring wood flooring, a full-size hoop, and a Jumbotron-style hanging sign displaying live gameplay and top scores. Their "5 Players, 1 Platform. All Star AppSec" theme used five product colors (blue, green, yellow, purple, pink) on a 3D basketball wall, reinforcing that effective application security requires all platform components. The 30-second shooting challenge earned players points and raffle entries for prizes including a signed Steph Curry jersey and custom NBA team jerseys. Throwback music like Space Jam set the mood while themed catering—"Nacho Average AppSec" nachos and "Baking Security into Every Loop" pretzels—kept the playful messaging consistent. Product-colored basketballs as swag and live demos with Sales Engineers balanced fun with business purpose. The tagline "Take the shot, not the risk" connected basketball action to security decision-making.

Third Place: DARKTRACE

DARKTRACE gained points for their metrics-focused approach with powerful statistics like "Cut OT triage time by 92%" displayed. DARKTRACE's booth also captured attention through strategic use of their signature trace color palette, dynamic lighting, and dark mode sophistication. The illuminated brand logo and high-impact vertical graphics created visibility from across the expo floor. Their creative integration of "The Trace"—their signature brand motif—appeared throughout the booth in architectural structures, backlit panels, interactive screens, and floor patterns, guiding visitors through the space. The theater-style presentation space became a focal point, delivering high-energy talks that drew crowds with lines wrapping around the booth. Messaging was layered for different audiences—strategic vision for executives, with deeper technical details available through presentations and staff conversations.

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Big Booth (20×30) Winners

First Place: Torq

Yes, the monster truck booth. You predicted this, right? Torq made an unforgettable splash by bringing a monster truck (GraveDigger, to be precise) to the expo hall floor, creating by far the most talked about and photographed booth at the show. Big, bold, and in-your-face, the choices paid off with near-constant booth traffic and widespread social media (and media media) coverage. "Did you see the monster truck?" was the soundtrack of RSAC 2025 Conference. The spectacle drew visitors and generated exceptional ROI. Listen to our post-RSAC episode of Breaking Through in CybersecurityMarketing to get more details on the ROI of Torq's RSAC investment.

Fun fact: Don Jeter, CMO of Torq, will be a keynote speaker at CyberMarketingCon 2025. Get your in-person or virtual tickets now!

Second Place: Wiz

Wiz created another smorgasboard-for-the-eyes stunner of a booth! This year it was "CISOtopia," an immersive "security toy store" that transformed their booth into a journey through cloud security. The space featured multiple interactive zones, each exploring different aspects of their platform. Attention to detail in theming, from lighting effects to staff costumes to the puns on the, created a can't-ignore booth. Despite the booth's size, clear pathways and engaging activities prevented visitor overwhelm. The design communicated their vision for comprehensive cloud security.

Fun fact: Tom Orbach, Director of Growth Marketing at Wiz, will be speaking at CyberMarketingCon 2025.. Get your in-person or virtual tickets now!

Third Place (Tie): BeyondTrust

BeyondTrust's "Paths to Privilege" outdoor adventure theme broke from typical tech aesthetics with warm orange tones and nature-inspired elements. Positioned at the base of the main escalators, a 40-foot trail of thematic stickers guided attendees from the entrance to their "BeyondTrust Outfitters" themed exhibit. The booth featured corrugated metal panels, potted plants, rocks, and a central trailhead map that invited exploration of their identity security solutions. Their gamified scavenger hunt had visitors searching for four hidden QR codes throughout the booth, each revealing real-world security threats, followed by an interactive quiz to earn themed swag like compass carabiners and trail mix. Live demos with solutions engineers provided personalized deep-dives while customer testimonial videos added authentic social proof. The wilderness metaphor made complex privilege management concepts approachable while maintaining relevance for both technical practitioners and business stakeholders

Third Place (Tie): Broadcom

Broadcom's "Legends Never Die" music-themed booth honored cybersecurity pioneers while reintroducing Symantec and Carbon Black to the world. The vintage-inspired design used minimal LED backdrops, focusing instead on physical storytelling elements including custom album art featuring security solutions and real employees. An AI-powered photo booth let visitors place themselves on legendary album covers, creating personalized VIP passes as memorable takeaways. The concert-style merch wall and themed staff attire reinforced the cohesive narrative of enduring relevance in cybersecurity. With dedicated demo stations for both Symantec and Carbon Black showcasing endpoint protection and data loss prevention, Broadcom delivered over 440 demos and hosted 76 meetings—a threefold increase from 2024. The theme celebrated cybersecurity legacy not as nostalgia, but as a foundation for ongoing leadership and innovation.

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Massive Booth (30×30 and above) Winners

First Place: Armis

Massive booth floorprints bring lots of space for activities but marketers must carefully plan the space and team schedule. Armis commanded attention with bold purple and yellow branding, towering double-height structure, and strategic lighting that created depth across their massive footprint. At the top of every hour, a synchronized multimedia show featuring promotional videos, dynamic lighting effects, and custom audio captured attention across the entire expo floor. Their in-booth podcast studio brought real-time industry dialogue to the show floor, featuring broadcast-quality equipment and live recordings with cybersecurity thought leaders. The signature "Win & Give" activation encouraged multi-touch engagement—attendees earned scratch-off cards through demos, theater sessions, and social posts, then redeemed prizes at a custom vending machine while triggering donations to St. Jude Children's Research Hospital, raising over $10,000! Clear "See, Protect, Manage" messaging with use-case callouts like Medical Device Security and OT/IoT Security ensured both technical and business audiences understood Armis's asset intelligence value proposition.

Second Place: Rubrik

Rubrik transformed their massive booth into a vibrant Retro Arcade, with demo stations disguised as arcade games featuring clever names like "Data Theft Nada" for DSPM and "Big Threat Hunter" for threat detection. Neon lights, 80's carpet, and staff in 1990s windbreakers created an authentic arcade atmosphere. Professional skateboarder Tony Hawk made a special appearance (though nobody recognized him unfortunately...jk), live-playing games and signing a custom Rubrik skateboard. The "Game ready for anything" tagline reinforced their message: customers have time for fun because their data is safe with Rubrik. Theater sessions, mystery box giveaways, and arcade prizes kept energy high throughout the show. The playful theme delivered serious messaging about their new Identity Resilience solution launch, making "Complete Cyber Resilience across Data and Identity" both approachable and memorable.

Honorable Mentions

Several booths deserve recognition for exceptional elements:

• Delinea - Exceptional execution of "Securing identities at every interaction" through every booth touchpoint
• DNSFilter - Race car track installation supporting their speed and precision messaging
• Keeper Security - Honeycomb elements and giant hand sculpture holding a phone, visible throughout the expo hall
• Sublime Security - Conceptual two-sided design separating email threats from solutions

Congrats to all booths and companies that participated inthe Beautiful Booth Awards this year.

Looking Ahead

The Beautiful Booth Awards will return for RSAC 2026 with planned enhancements including cybersecurity professional guest judges, expanded categories by funding round, and increased opportunities for sharing booth best practices throughout the year.

To participate in next year's Beautiful Booth Awards, sign up for the Cybersecurity Marketing Society newsletter for updates and announcements.

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