Ortho-dermatologics Trade Show Booth
Ortho-dermatologics needed a single booth at Winter AAD (Washington, DC) to house nine distinct sub-brands, each with strong, disparate identities, without visual overwhelm or regulatory issues. Booth needed to feel clean but not clinical and enticing to attendees.
The Challenge
Tight footprint to represent nine brands.
Strong brand presence for all represented sections, each brand with heavy influence.
Mixed audience: pharma reps, HCPs, consumers.
Legal/regulatory compliance across all assets.
Compressed schedule: ~3 months booth design, 2 weeks asset collation, 1 week graphic production, 48-hour on-site install (carpentry/electrical/lighting/graphics).
The Approach
Used the parent brand's "1:1 dermatology" stance and compliant design language (color, texture, type) to create a calm, cohesive wrapper with organic flow. Standardized sub-brand zones and shepherded external agency assets for clarity and compliance.
Process
Multi-brand requirements analysis
Regulatory compliance research
Parent brand design language development
Sub-brand zone standardization
External agency asset coordination
Installation supervision and compliance
Visual Showcase
Results & Insights
Enhanced brand portfolio presentation
Streamlined regulatory compliance process
Negative-space-forward booth skin with brand-guide texture bands and accent Pantone
Wayfinding devices (blue arrows) guiding visitors from photo-op to reception
Branded cookie pickup experience reinforcing the "individual-first" promise
High impressions reported by sub-brand reps; literature fully distributed
Medical Affairs meeting area fully booked throughout the event
Clear parent-brand spine is essential when unifying many sub-brands in limited space