From Invisible to Iconic: ProCom’s Modular Light Strategy
Vision: Giants Shouldn't Look Small
ProCom (Westcom) invented the modern sports headset. Since 1974, they have been the heavyweights of the industry. But walking into their booth last year, you wouldn't know it.
In the brutal hierarchy of a trade show, perception is reality. Their booth felt dark. Their legendary products—physically small wireless belt packs—were disappearing on dim tables. The marketing team faced a harsh realization: they were winning on technology but losing on presentation. They didn't need a renovation; they needed a rescue operation to prove their dominance using advanced exhibition display solutions.
Challenge: Visibility Paradox in Dim Halls
Selling micro-electronics in a massive convention hall is a logistical nightmare.
The Visibility Paradox: When you sell a 3-inch headset in a 20x20 foot booth, you are fighting a losing battle against negative space. Without a massive physical structure, the eye simply slides past.
The Lighting Trap: To make matters worse, modern sports expos are dark. Venues kill the overhead lights to show off giant Jumbotrons, creating a "Black Hole" effect for standard booths. Without a specialized illumination strategy, ProCom’s premium gear looked flat and lifeless, ignored by investors who were distracted by brighter, louder competitors next door.
Solution: Building a Lighthouse
We stopped treating their booth like a room and started treating it like a stage. Milin Displays acted as the visual director, deploying a "Sky and Ground" ecosystem to force attention where it belonged.
Dominating the Skyline: We needed an aerial anchor. We installed a 10ft diameter Circular Hanging Banner that acts as a GPS coordinate for the entire hall. Unlike cheap vinyl that wrinkles, this used high-tension dye-sublimation fabric. It’s not just a sign; it’s a flag planted in the ceiling, ensuring the ProCom logo is the first thing attendees track when they enter the venue.
Illuminating the Ground: We stripped out the static walls. In their place, we erected SEG Fabric Lightboxes. These aren't just posters; they are 6500K glowing walls. By using this backlit display system, we turned the entire back wall into a soft-light source. Suddenly, those tiny headsets on the display tables weren't sitting in the dark; they were gleaming, framed by a halo of pure white light that made them look like museum pieces.
Result: Turning the Lights On
The transformation was visceral. The moment the power was switched on, the booth went from "background noise" to "center stage."
Expanded Visual Footprint
The combination of the overhead ring and the glowing wall created a vertical dominance that standard booths lack. Attendees could locate the ProCom booth from the venue entrance, turning the hanging trade show sign into a navigational beacon for the entire hall.
Tool-Free Autonomy
Trade show setups often devolve into a hunt for tools and labor. We eliminated that friction.The marketing team completed the install themselves in under two hours, bypassing the need for expensive external labor or heavy machinery to manage the build.
Streamlined Logistics
Our modular design packs down into compact rolling cases that fit easily into a van. This portability lowered drayage fees and shipping weight, allowing the budget to be better spent on expanding their LED lightbox displays inventory rather than on transport costs.
Amplify Your Presence
Ready to transform your booth from background noise into a powerful sales engine?
✓ Receive custom 3D renderings of lightboxes within 24 hours.
✓ Access our expedited production program for urgent launches.
✓ Schedule a consultation to see how backlit displays fit your budget.
