A New Look for a Historic Milestone

Walter E. Washington Convention Center – Washington D.C

The Association of the United States Army (AUSA) Annual Meeting & Exposition in 2025 celebrated two historic milestones: the U.S. Army’s 250th birthday and AUSA’s 75th anniversary. With over 40,000+ attendees, 750+ exhibits, and 100+ countries, this premier defense event showcased cutting-edge technologies and honored Army heritage through immersive storytelling. Our creative approach delivered a fresh new look, highlighted seven key conflicts, and drove record attendance—making AUSA 2025 a landmark celebration of tradition and innovation.

The Challenge

Two Historic Anniversaries

Commemorating two historic anniversaries—AUSA’s 75th year and the U.S. Army’s 250th birthday—required a design that honored the past while embracing the future. The client set three ambitious goals: introduce a bold new look for AUSA 2025, celebrate the Army’s legacy by spotlighting seven pivotal conflicts (Revolutionary War, Civil War, WWII, Korea, Vietnam, Iraq, and the Soldier of the Future), and attract more attendees than ever before. At the same time, the event needed to showcase the latest technologies and innovations shaping the Army’s future, creating an experience that was both reflective and forward-thinking.

The Solution

Design Beyond the Exhibit Floor

To meet these goals, our creative team went beyond traditional trade show design, delivering six unique concepts that blended historical storytelling with modern aesthetics. The final design featured dramatic visuals of seven key conflicts, integrated with futuristic elements to symbolize progress and innovation. Immersive graphics and interactive displays invited attendees to journey through 250 years of Army history while engaging with cutting-edge technologies. One unused concept was so compelling it was selected for AUSA’s 2026 branding campaign—underscoring the strength of the creative process.

The Impact

A Resounding Success

AUSA 2025 was a resounding success. Attendance surpassed previous years, and the event earned rave reviews for its fresh look, historical depth, and engaging experiences. Exhibitors and attendees praised the design for sparking conversation and connection, while the immersive storytelling reinforced AUSA’s reputation as the defense industry’s premier forum. The celebration honored tradition, inspired innovation, and set a new benchmark for future events.

quick stats

40,000+ attendees connecting across the total force and defense industry
750+ exhibitors showcasing mission‑critical solutions and emerging technologies
Hundreds of new products and capabilities unveiled to Army and DoD leaders
330,000+ net square feet of exhibit and meeting space at the Walter E. Washington Convention Center
The largest land power exposition in North America, bringing together Army leadership, industry, and partners from around the world

GES has been a tremendous partner over many years. The team constantly goes above and beyond from one show to the next to make sure AUSA remains the gold standard in our industry. They roll up their sleeves to get the job done, no matter what the task. We are excited about the future at AUSA and look forward to working side by side with your great team.

Alex Brody - Director, Meetings

Association of the United States Army