With B.I.O. International bringing its annual convention to Boston, Massachusetts, in 2018, MassBio needed to put the capabilities and successes of its member companies on display for the world’s industry experts to see.
Massachusetts is the global epicenter of life-science discoveries. As such, we developed branding and an overall identity for the event: Massachusetts, the State of Possible. This branding included everything from the logo, visual identity and tone of voice to the environmental design, event collateral and OOH awareness executions. Our environmental design eschewed traditional industry approaches, which have typically relied on rows of booths. Instead, our design utilized a main stage as a vehicle for showcasing scheduled performances and talks by individuals and organizations.