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San Diego Comic Con Convention -- Dark Horse Booth Design

This case study describes breakthrough convention booth design recently employed at San Diego Comic Con by Marketing Genome Project which helped Dark Horse create an awesome experiential experience.

Who is Dark Horse?

Dark Horse Comics has grown into the third-largest comics publisher in the United States and is acclaimed internationally for the quality and diversity of its line. By attracting top talent in the comics industry, Dark Horse continues to change the shape of the industry and grow its brand throughout the world.

The Project

For decades Dark Horse has had one of the most valuable spots on the convention floor and has been a driving force for making San Diego Comic Con what it is today.

We teamed up with Dark Horse during a celebratory time for them, as they were celebrating their 25th Anniversary, in which they were also going through a brand re-fresh. They wanted a new booth design and an experience to indicate their high profile.

We had some challenges to contend with as our main objective was to blend function and aesthetics while satisfying their many licensors for each of their properties.

Breaking the Code at San Diego Comic Con Convention
After 25 years of exhibiting they had accumulated items for their booth that left it looking disjointed, busy and distracting with no main focal point.

We proposed that they start from scratch with large sweeping graphics, an interactive green screen where attendees could get their pictures printed out on a comic book, custom props, a large retail store, an area to highlight their newly launched Digital Comics app, a giveaway window, and a stage for artist and celebrity signings.

It was their largest and most successful Comic Con in their history.

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