In the summer of 2023, CIVCO and QFix merged to form a new medical powerhouse, requiring a comprehensive launch plan and a fresh tradeshow booth design for their debut at the 2023 ASTRO Annual Meeting in San Diego.
My goal for this project was to generate cross-channel excitement for the merger and to design a tradeshow booth that showcased their human-centric, 'Care Quotient' philosophy. Under the guidance of my Creative Director, we focused on crafting a unique and engaging booth that would not only highlight the new brand’s identity, but create a memorable experience for our audience.
Designing a tradeshow booth for a brand launch is a complex challenge. With the support of the Production Team at Visual Communications for fabrication, we worked to piece together this architectural puzzle, from material selection to layout refinement, ensuring every detail supported the new brand's identity.
The final rendition of the booth design was produced and unveiled to over 8,500 medical professionals and attendees at ASTRO 2023. Bright purple slats drew attention from across the room, while a rotating logomark intrigued curious passersby. The exhibition layout was purposefully organized into two distinct sections: a product showroom and a conversation area. Structured with intention, each element of the booth worked harmoniously to create a unique environment and experience separate from the convention.
CQ Medical, Client
Robin Todd, Creative Director
Steve Platto, Creative Director
Visual Communications, Fabrication
Brand Transformation
Visual Identity
Art Direction
Exhibition Design