Stands with a HEAP of product on them can look like a junk heap but by placing equipment on similar style & same colour bases will help minimise the clutter like ABB did for Ausrail 2014
You can create cosy yet open discussion areas on a stand that say "come on in" like this Abbvie stand @ ACD 2013
Siemens @ Healthcare Week 2013, Sydney. Done in collaboration with The Display Builders. http://www.displaybuilders.com.au/work/
Siemens @ Pacific 2012. Don't forget about the area above your stand. Perfect for getting visibility a long way back in the exhibit hall.
The elongated stand like this one for Ormco @ WIOC 2012 must be one of the hardest to design as everything gets stretched and it is difficult to create a sense of cohesiveness. By treating the back wall as a graphic canvass and pushing display plinths to the stand edge, the narrow appearance of the stand is flipped.
Have 2 stands that you need to join? As Siemens did at AOCR 2012, have an overhead banner to link the stands!
Thiess @ Ausrail 2011 shared a back wall with a neighbouring stand so all activity on the stand was pushed forward of that to maximise the 6 x 6 footprint
Even a corporate stand like CSL @ APCC 2012 can benefit from themeing to stand out...even with a part sandman van on the stand that doubled as a hospitality area.