BRANDING / ACTIVATION
Mapping the journey for healthcare innovators at a flagship Chelsea summit
This project originated from a word-of-mouth referral, built on a history of delivering under the pressure of tight deadlines and high stakes.
First, we got aligned. I worked directly with the Point of Care Marketing Association (POCMA) leadership to strip away the noise and identify the three essentials: the audience of healthcare innovators, the core message of the summit, and the specific takeaways we wanted attendees to carry home. This relational approach ensured every design decision was rooted in strategy before the first file was created.
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Branding
We recommended a strategic shift to a custom, standalone identity to differentiate the summit and signal its prestige over previous years.
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Activation
I led the art direction for all physical touchpoints, including the main stage and wayfinding, to create an intentional and organized environment.
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Digital
We developed a high-conversion digital home and integrated ad campaign focused on a streamlined registration journey.
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Leave-Behinds
We produced premium printed materials and event giveaways that served as tactile, high-quality extensions of the summit mission.
The Branding
It's all about the journey
For years, the summit operated under standard association branding, but for 2026, we recommended a departure from the status quo. To elevate the event's importance, we made the strategic move to differentiate it from the core POCMA identity, positioning the summit as a premier, standalone destination within the industry.
We developed a custom logo and visual system engineered to drive the event’s message and resonate deeply with its specialized audience. By moving away from the existing brand architecture, we created a unique space for the summit to thrive, providing a cohesive framework that balanced professional authority with the energy of a live experience for every touchpoint—from digital ads to the physical stage.
The Activation
If we can make it here...
The summit’s location at Pier Sixty in Chelsea provided a sprawling, high-profile canvas for the brand to come to life. We leveraged this opportunity by executing a comprehensive art direction strategy that transformed the physical space into an immersive environment. I oversaw every touchpoint—from the large-scale main stage to intuitive wayfinding signage—ensuring the venue felt organized, intentional, and reflective of the event's premier status.
Beyond the foundational stage design, we developed engaging activations like custom photobooths to bridge the gap between the physical event and the digital conversation. By maintaining a focus on clarity and human-centric design, we created a space that encouraged interaction while reinforcing the summit’s core mission. Every environmental element was engineered to handle the scale of a major NYC summit without losing the personal touch and empathy the studio is known for.
The Website
A digital path to POC NOW
To drive the event’s success, we designed a high-conversion digital home and an integrated advertising campaign. We prioritized a friction-free user journey for busy industry professionals, ensuring that the path from initial ad click to completed registration was intuitive and efficient.
By aligning the digital messaging with the summit’s custom identity, we maintained a consistent brand experience that built trust and signaled the event's importance across all screen sizes.
The Leave-behinds
A passport to engagement
To encourage deep interaction across the event floor, we designed a premium, tactile booklet that served as both a guiding map and an interactive "passport." We identified that for a summit of this scale, the challenge wasn't just getting people in the door, but keeping them engaged throughout the entire day. By turning the vendor floor into a gamified journey, we created a reason for attendees to slow down, explore, and stay longer.
Each attendee moved through the pier with the goal of collecting custom stamps from every vendor booth to enter a high-stakes raffle at the close of the day. This strategic leave-behind transformed a standard handout into a valuable tool that drove measurable foot traffic and facilitated genuine conversations between vendors and guests. Designed with the studio’s signature attention to detail and craft, the passport served as a physical reminder of the summit's mission long after the final stamp was collected.
“Every element felt cohesive and intentional. Seeing [the] work come together in real life was truly impressive.”
— Nicole Divinagracia, President, POCMA
Ready to start the journey?
Whether you’re scaling for a flagship summit or a brand relaunch, let’s talk about making it manageable.