Trade Show Art Direction

As an art director at Philips, I helped art direct trade shows and events. HIMSS 2025 was one of our largest, and the first to debut our new visual identity system. The system moved from a palette of five or six colors to a blue-focused one, and its messaging shifted from product-focused to people-focused.

The space had to balance overall brand messaging with individual product messaging without letting the two compete. It also needed to guide visitors naturally and engagingly from entry to exit, while accommodating six areas of the Philips business portfolio and three private meeting rooms for conversations with prospective customers.