In late April, our hometown Phoenix Convention Center transformed into a high-energy masterclass in engaging brand experiences and client conferences.
Who was behind designing and producing many of the most buzzworthy moments? We were!
At Highway 85, we designed and brought to life some of the coolest activations at the conference.
From larger-than-life photo moments like the massive “Taser Charge” can to our life-size cactus wayfinding installations, branding the conference with visually interesting objects was our priority.
Highway 85 was also behind the all-pink pop-up donut shop, “Don’t Glaze Me Bro,” a playful nod to AXON’s tech (and a seriously fun way to treat attendees). We flooded the previously boring room with neon pink & bold signage to match.
The energy spiked, literally, with “Taser Charge,” a custom energy drink brand for the event, complete with a giant replica we fabricated that became an instant photo op.
AXON Week 2025 wasn’t just a branded conference; it was a full-on sensory experience designed and built by Highway 85 Creative.
Let’s dive into our recap of the most epic moments:
1. “Don’t Glaze Me Bro” Complimentary Donut Shop
“Don’t Glaze Me Bro” was the sweetest (and most hilarious) hit of AXON Week 2025: a pop-up donut shop that treated attendees to a tasty treat and a killer pun. This was designed and built by Highway 85 – the masters in event design (if we can say so ourselves)
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2. Lighting, Tech, and Graphics? Oh My!
Lighting is the key to making your event have a VIBE, and these days, big tech acts as a beacon of illumination. Large-scale LED screens are one of the most effective ways to grab attention and keep it – but when supplemented with graphics that enhance the storytelling at your event, you’re bound to spark some new brand enthusiasts.
3. Meet Me at the Seguaro Cactus
We designed and fabricated these life-size Saguaro inspired wayfinding signage as an homage to the city that’s home to Axon Week 2025: Our hometown of Phoenix, Arizona! We know the Phoenix Convention Center like the back of our hand, and we were proud to build over 15 of these custom pieces that we wrapped with high quality laminate designed and printed in-house.
4. Live Performances Still Rock
While this isn’t a secret “hack” for how to produce events, this is your reminder that a live performance is always appreciated at conferences to let attendees unwind.
5. Custom LED Screen at Entrance
The entrance to the event had Highway 85 all over it – the custom LED wall grabbed attention, displayed relevant information, and overall did a great job at welcoming guests to the conference.
6. Engaging Product Demos
Product demos are always important whether you’re at a trade show or your owned client conference, and Axon did a fantastic job at it. Each demo station was visually interesting, built well, and highly engaging.
7. Bring BIG Energy
No, you haven’t missed a new energy drink brand launch – Taser Charge is Axon’s custom-made energy drink produced for this event only! We were happy to fabricate this larger-than-life product to call attention to where conference attendees could grab an ice cold energy drink.
8. Drone Shows
As you can see from the photos below, a drone show is always an entertaining addition to a party or gathering outdoors. Not only is it engaging, but drone performances reinforce brand attributes like being tech-forward, innovative, and creative.
9. Custom Cocktails
Creating a brand-inspired custom cocktail is a must-have at any event serving cocktails (whether spirited or NA). The two Moonshot Margaritas (Office Pear-formance and Desert Heat) tie in industry language with Phoenix’s most-loved cocktail: a fruity margarita.
10. Fun Games!
Last but not least, simple games help keep conference attendees engaged between live musical performances, drone shows, and all the other cool sh!t that Highway 85 can help you design and produce.
