For the launch of F5 VELOS, shipping the 300-pound production hardware to an international trade show was impractical due to logistics, risk, and a four-week turnaround. Because the product’s compact size and performance ratio were central to its value, I concepted and developed a full-scale replica through a lightweight, modular display built for transport and reuse. Using aluminum tubing, removable panels, and 1:1 high-resolution imagery, the final model weighed just 30 pounds while convincingly replicating the live system. The display helped support a $12M opportunity and was later replicated in other regions.
Later, when the production system was ready for customer-facing events, I designed a custom multi-level rolling display table to support the 300-pound chassis and blade component. With a three-week delivery deadline, I sourced and managed a fabrication vendor to bring the design into production. The resulting platform elevated product presentation and became a focal point in F5’s high-traffic Customer Experience Center.
Role : Creative Direction, Exhibit Design, Fabrication Design, Vendor Management
Components : 1:1 Display Replica, Custom Display Table, Shipping System
