Avalon Industry Playbook

A touch-first playbook for Deloitte’s Airshow 2025 activation at Avalon, designed to make a complex capability offer feel immediate.

iPad Pro mock-up showing the Avalon Industry Playbook opening screen on a concrete surface.

Project story

For Airshow 2025 at Avalon, our team built an interactive guide to Deloitte’s Defence capabilities. As creative lead, I directed the work with content and strategy colleagues and a junior designer who helped shape the vision.

The airshow recorded more than 200,000 attendances across six days, including over 60,000 on trade days. In that noise and scale, a long service catalogue had seconds to make sense. Visitors needed a quick way in without losing the depth behind it.

Rather than hand design over to development, I kept the two together. Relume and AI-assisted workflows accelerated the front end; Webflow became the place where I tuned motion, responsive behaviour and the final interactions.

Angled iPad Pro mock-up showing the playbook theme-selection interface.

A four-step spine

The answer was a four-step spine: proposition, theme, capability, detail. It gave the team one model for shaping the content and each screen one decision to carry.

Early monochrome experience architecture showing the landing, theme selection, overview and capability-detail steps.
Three early interface concepts progressing from the Industry Playbook radar into theme selection and overview.

Giving the interface a pulse

The radar became more than a motif. Its sweep, glow and directional wedge created movement and orientation; a restrained component set held the denser pages together.

Avalon style guide showing the opening proposition and typography hierarchy.
Avalon style guide showing solid colours, gradients, button states and corner-radius rules.
Avalon component system showing navigation, buttons, cards, quotes, pagination and the radar interaction.

Testing under a hand

What worked with a cursor still had to work under a hand. I ran complete flows on an iPad and a larger touch display, tuning density, touch targets and transitions at each scale.

Hands-on iPad testing of the Avalon theme-selection interface.
Touch testing of the Avalon theme-selection interface on a larger portable display.

From screen to stand

At Avalon, the screen and stand spoke the same language. The radar moved from interface to environment, making the kiosk feel integral to the activation rather than placed inside it.

The animated Avalon Industry Playbook opening screen running on the large angled touchscreen within the Deloitte activation.
Wider view of the working touchscreen and surrounding Deloitte activation during event setup.

The result was not a presentation about capability, but a working part of the activation: designed, tested and running at the show.