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Highmark TechSystems Recognized with Top Honors at the 2025 ExSys Awards

Excellence in system-based exhibits took center stage at the inaugural ExSys Awards. Judged by The Experiential Design Authority (TEDA) and hosted by Exhibit City News at Moss Headquarters in Chicago on July 29, the competition drew more than 130 entries from exhibit designers, producers, and manufacturers in the United States, Europe, and Australia.

Highmark TechSystems emerged as a standout, with its modular exhibit systems playing a central role in several of the year’s most celebrated projects.

Debbie Parrott Honored with Lifetime Achievement Award

One award stood above them all. Debbie Parrott, President and CEO of Highmark TechSystems, received the ExSys Lifetime Achievement Award, cementing her reputation as a true pioneer in the experiential design industry.

The award recognizes Parrott’s decades of leadership and contributions to the manufacture and advancement of system-based exhibits. Under her guidance, Highmark has consistently pushed the boundaries of trade show exhibit innovation, building solutions that empower clients and collaborators to deliver unforgettable brand experiences.

With this recognition, Parrott joins an elite group of leaders who have elevated event marketing through ingenuity, commitment, and vision.

Gold Award: Best Small Island Exhibit – Axonius

The Gold Award for Best Small Island Exhibit went to Axonius at the RSA Conference, a 20-by-20-foot booth designed by Hill & Partners and fabricated by Exhibit Technology Inc. The project fused Highmark TechSystems with BeMatrix to bring a high-energy story to life in a compact exhibit system design.

The exhibit featured eight demo stations, a rotating illuminated sign, self-guided tours, and a striking double-deck structure that expanded engagement opportunities. LED displays and an oversized logo amped up the visual impact, turning a modest island footprint into an immersive, high-functioning environment.

The project is proof that trade show exhibiting can be both efficient and electrifying.

Gold Award: Best Large Island Exhibit – Zimmer Biomet

Zimmer Biomet stole the spotlight with a sweeping 90-by-150-foot exhibit at the American Academy of Orthopaedic Surgeons. Designed and fabricated by Hamilton, the project used a combination of Aluvision, BeMatrix, Agam, and Highmark systems.

The exhibit won not only the Gold Award for Best Large Island Exhibit but also the coveted 2025 Exhibit of the Year Award. Its design reimagined the operating room of the future with a glass-enclosed Intelligent Operating Room, synchronized LED storytelling, and immersive demo labs.

Judges hailed the exhibit as dynamic, futuristic, and “brilliantly beautiful.” It was the highest scoring of all trade show exhibits and highlighted how experiential marketing services can transform complex subject matter into powerful, memorable experiences.

Honorable Mention: RadNet/DeepHealth

Highmark’s influence extended beyond the top prizes. The RadNet/DeepHealth exhibit, designed and fabricated by Condit Exhibits and built on one of Highmark’s modular exhibit systems, earned an Honorable Mention.

Raising the Bar for Experiential Marketing

This year’s ExSys Awards made one point clear: system-based design drives the best experiential marketing campaigns. The winning projects proved how modular exhibit systems can adapt to client needs, create engagement, and deliver measurable results.

From compact exhibit trade show booths to large-scale double decks, Highmark is honored to have been part of completing the event structures that earned these experiential design awards. Our team continues to lead with solutions that combine creativity, precision, and scalability.

Partner with Highmark to Push Exhibit Design Further

Great event marketing ideas need the right foundation. Highmark TechSystems has the tools and expertise to bring ambitious trade show exhibiting visions to life.

If you’re planning your next exhibit or looking to expand what’s possible with system-based design, our team is here to help you stand out. Check out the structures that make events for the world’s best brands possible or talk to a member of our team about your custom needs.

Let’s create your next award-winning moment.

FAQs

What are the biggest event marketing trends for 2025?

The top event marketing trends 2025 include expanded use of AI, data-driven storytelling, cross-department collaboration, and measurable creative output tied to analytics and technology.

How is AI being used in event design?

AI supports ideation, visualization, and presentation work. It helps creative teams develop 3D renderings, refine concepts, and streamline RFP response materials.

What types of experiences are most in demand?

Consumer activations, influencer events, and live conferences are leading growth areas.

Why is collaboration so central to creative success?

As budgets tighten and expectations rise, collaboration between creative, strategy, and operations ensures ideas are both innovative and achievable.

How can experiential marketing statistics be tracked and leveraged?

Experiential marketing statistics can be tracked through a mix of digital and on-site metrics such as lead generation, social media amplification, dwell time, and post-event engagement. Creative teams use tools like QR codes, mobile apps, and analytics dashboards. When analyzed, they help agencies and builders refine design strategies, measure ROI, and create more effective, data-driven brand experiences.