Standing out starts with bold thinking

The challenge

Merck KGaA / EMD Serono came to us with a clear vision: they needed more than just a booth – they needed a bold, impactful presence that reflected their refreshed global oncology brand. With major oncology congresses like ESMO and ASCO as the backdrop, the challenge was to create an experience that would make a lasting impression year after year. They wanted to establish a recognizable and bold presence that would stand out from the sea of traditionally clinical booths, creating an environment that not only caught the eye but also engaged oncology professionals in meaningful and memorable ways.

Additionally, the solution needed to be versatile enough to be re-used and re-purposed for global transportation, aligning with the brand’s sustainability goals. This wasn’t just about making an appearance; it was about showing leadership and innovation at the forefront of oncology.

We wanted the booth to be noticeable, remarkable – and it was. This is the representation of our bold strategy and also the combination of the Merck branding as well as the brands themselves.

– Alena Lobodina, Global Commercial Operations, Merck

The solution

We met bold with bold. We answered the call with a design that was as ambitious as the oncologists it aimed to engage. Drawing inspiration from their curiosity and dedication, we created a vibrant, character-driven booth that broke free from the monotony of typical exhibition spaces.

Each product pillar was given its own distinct identity, represented by a unique color and crowned with a lightweight halo, each one highlighting a word that captured the essence of boldness – dynamic, curious, innovative, vibrant. Instead of isolating products, we introduced a “house of brands” concept, focusing on storytelling and interaction to create a space that encouraged engagement.

The design used sustainable, modular components, ensuring it could be repurposed globally with minimal environmental impact. Lightweight materials also made transportation easier, contributing to a reduced carbon footprint.

Aligning the creative vision with the “Bold Science” brand strategy, we tailored the experience to resonate with healthcare professionals, ensuring a lasting, impactful connection. 

The result? An exhibition presence that sparked curiosity, encouraged connection, and gave Merck KGaA / EMD Serono a physical identity that walked its brand talk.

Our image grows stronger and stronger from congress to congress. Healthcare professionals take away that Merck or EMD Serono is their home, their trusted partner, and a place they can always turn to for answers and solutions.

– Julio Barela, Merck

The value created

The numbers speak volumes but the buzz spoke louder. At both ESMO and ASCO, Merck KGaA / EMD Serono’s booth wasn’t just seen, it was experienced. The new design drew visitors in, elevated product storytelling, and reinforced their position as a forward-thinking leader in oncology.

Outcomes across ESMO 2023, 2024, and ASCO 2024:

• 7,900 unique visitors
• 7.5 minutes average engagement time

More than hitting metrics, the booth helped position Merck KGaA / EMD Serono as a trusted, engaging, and future-focused player in oncology – delivering real-world value from bold design.