reuters Pharma 24

The challenge – standing out in a sea of blue

Pharma congresses tend to look the same: blues, blue-greens and dense technical messaging. After many years attending Routers Pharma events in Barcelona, a healthcare agency wanted to stand apart without losing credibility in a highly regulated space. The stand had to show what working with that healthcare agency actually feels like – personal and familiar, more like collaborating with someone you know than with a distant supplier. It also had to host two conversations at once, one seated and informal, one at the entrance, while handling multiple stakeholders, suppliers and the usual logistics of an international show.

The process – exhibition stand design that works at every distance

We set the stand up like a living room – a familiar, human space that showed closeness.

The healthcare agency yellow then did the heavy lifting, cutting through the surrounding blue and making the stand recognisable from across the hall, with a large logo and one simple message on practical digital transformation.

Up close, things became more conversational: visitors could settle in, take an iPad quiz that captured leads and meet the brand’s bespoke illustrated characters, already familiar to clients. We also designed a series of on-brand white papers and printed case studies for visitors to take away, with strong contrast, large type and a clear hierarchy throughout. Behind the scenes, we worked with printers, fabricators and local Spanish suppliers, sourcing furniture locally and using print proofs and scale checks to keep the yellow consistent and the layout comfortable for quick chats and longer meetings alike.

Pharma 24’s early drafts