Congratulations to client IBM Watson Health for winning a Platinum Hermes Creative Award! IBM Watson Health’s exhibit at The Radiological Society of North America’s (RSNA) 2018 Annual Conference impressed judges with its dynamic and tech-forward presence.
IBM Watson Health wanted attendees to feel and understand that they were meeting with the leader in cognitive computing (cognitive computing is the processing of vast amounts of data). The 50’x90’ space used dynamic lighting to create a high-tech and data-focused environment with a lot of movement and ambiance. The exhibit had its own lighting rig above the space which enabled IBM Watson Health to take complete control of the lighting; the entire exhibit footprint was basked in a blue glow. Overhead canopies reinforced the cognitive computing message by showcasing morphing imagery that metaphorically represented a data environment.
The overall structure was strategically kept simple, which focused attention on the technology in the exhibit. A minimalistic aesthetic and neutral palette complimented IBM Watson Health’s tone and voice, exuding a modern and refined vibe that portrayed IBM Watson Health as an industry leader.
An eight-foot square cube with LED panels on all sides presented messaging overhead that made it easy for attendees to learn about who IBM Watson Health is. Messages communicated what the company is dedicated to and what they stand for.
Two large theaters inside the exhibit educated attendees. Large LED walls in both areas facilitated presentations throughout the day. Two Word Walls acted as attract mechanisms. The walls, each 12 feet by 12 feet, had relief-cut letters that illuminated to spell out different words that touched on the characteristics of the IBM Watson health brand. These included “patient centric,” “streamlined workflows,” and “deep learning.”
At the work stations, attendees desiring more education dove deep into IBM’s software. Private meeting rooms encouraged further dialogue about what IBM Watson Health delivers to radiologists.
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