Philips at RSNA:
Creating an informative, engaging brand experience
RSNA (Radiological Society of North America) is the world's leading Radiology event that showcases research and technological advances in radiology. The event is held at McCormick Place, Chicago, and the Philips booth is approximately 15,200 sq ft. The brief highlighted Philips as the thought leader in radiology, showcasing the latest solutions and empowering radiologists to see beyond to make the correct diagnosis.
As creative lead, my challenge was to help create an engaging booth where attendees would learn about individual solutions and approaches to diagnosis and treatment. I needed to create an environment that fostered deeper conversations to meet this challenge. I worked on bringing to life the See Beyond concept, mapped an engaging strategy and experience flow and put together the colour strategy and overall look and feel. I partnered with stakeholders and agencies to create and orchestrate the design elements, assuring cohesive messaging and experiences.
For radiologists, the focus is on precision diagnosis. Radiologists often see what others can't. See Beyond showcases the connection between patients and radiologists. Understanding this allowed me to help create an environment that differentiated precision diagnosis by offering a patient-centric approach.
Challenge & approach
I worked closely with MET Studio, Philips stakeholders and business groups to zone the different business areas of radiology within the booth; mindful of the traffic flow, digital and live customer, patient and care team experiences were positioned throughout the booth alongside modality-specific product demos to create an integrated experience.
Presenting both technical and clinical content appealed to the audience's dual interest in simplifying workflows, integrating AI, and seeing beyond to a new perspective on patient care.
The overall booth design's colour, lighting, product placement, and open layout created an accessible, inviting environment for attendees. I created a bright, fresh colour palette and used warm wooden tones to enhance the brand's experience. Hanging lightboxes and strategically placed eye-level messaging acted as a guide for the visitor.
'Celebrating the heroes of radiology' photography wall created a nice moment for people to have fun and interact.
Creative solution
Overhead LED panels acted as attractors to the booth. Working on the storyboard, I wanted to use animation and stats as a brand storytelling device for the See Beyond campaign.
Working closely with Blondfish, I helped to deliver engaging content at Philips Live Theatre, which acted as the backdrop for live demonstrations and talks from Philips experts and customers and provided hands-on learning through leadership and deeper conversations.
An interactive AI experience allowed users to explore the various solutions and highlighted Philips systems' integrated approach to help HCPs diagnose and treat their patients.
Digital experiences
Art direction: Clair Williams
Booth design: MET Studio
Booth build: Kubik
Experiences: Blondefish
Animation: AVFX Media Production
Sound: Massive Music
Photography: Courtesy of Philips