As the market leader in health technology, Abbott challenged our team to deliver a world-class experience at CES in Las Vegas to help unveil their new line of biowearables and highlight a portfolio of life-changing health tech products. Working with a talented roster of agencies and contractors, we delivered a bespoke event visual identity, booth, OOH, microsite and keynote (a first-ever for a healthcare company at CES) that connected and celebrated the overarching story of Human-Powered Health: Unlocking the Possibility of You.
With only 4 months for the team to concept and execute the entire program, I worked as the project’s only cross-disciplinary Art Director/Creative Director and was involved in every spoke of the program, most noteably leading visual identity development, content direction for all keynote visuals and motion graphics, booth content and OOH graphics.
Visual Identity
The team was challenged to create a new visual identity to support and amplify our story at CES while paying respect to Abbott’s existing brand standards. Leading a talented team of 2D designers, we curated a modern look and feel that keeps the attention where it should be: on Abbott tech and the people whose lives they’ve changed.
The visual identity was seen across Abbott’s entire CES presence ensuring brand cohesion and recognizability throughout the event. Core Deliverables included developing the event lookbook, public-facing asset library, OOH and large-scale print graphics (both on- and off-site) and livestream microsite UX/UI.
event booth
Visually striking, tech-forward and story-centric.
The experience featured:
• 1,000 tile LED halo, drawing guests to our space from across the convention center
• 40’ vertical LED monolith that featured attention-drawing content for the launch of the Lingo Biowearable line
• Interactive digital panels invited guests to learn the human stories behind Abbott tech and featured real products and personal artifacts to heighten impact
• Giant VR dome let visitors virtually walk inside the human brain and see what happens when it suffers a TBI (tramatic brain injury)
• Private meeting space overlooking the booth for Abbott reps to field interviews and sales opportunities
keynote
The keynote represented a massive team effort from our team’s writers, designers, technologists and show producers to tell Abbott’s compelling brand story and blaze a path for future healthcare companies at CES.
As the lead visual content director, I oversaw the development of all 2D and 3D visuals for the show (a tri-agency collaboration) and worked closely with the show team.
Our team also cranked up the wow factor through design and tech elements, including bespoke motion graphics, X2R LED wristbands coordinated with show graphics, volumetric LED curtains and over 150 tech cues, 120 multimedia assets, and 700 choreographed A/V moments.
