Aventura Trade Show Booth
Denver-based software startup Aventura came to us with a problem. Their new hospital software was a difficult thing to explain, and even more difficult to show. They had invested heavily in an upcoming presence at the world’s largest medical technology software trade show, where they not only needed to solve that problem of showing how their software worked, but needed to stand out among literally hundreds of other exhibitors (including some heavy hitters like GE and Siemens).
Our brand strategists got busy. Working with the talented San Francisco-based naming and messaging firm 100 Monkeys, we boiled the software down to its essential idea: the software allowed hospital caregivers (doctors and nurses) to move about their hospitals in a smart way. No matter what room they were in, they could open a work session with a smart key card, and the software allowed them to move from room to room, using the software needed in each particular room (patient records in a patient room, machine software in a lab, etc.) seamlessly and in mere seconds.
In order to show this, we came up with the idea of the trade show booth mimicking a hospital. Different partitions of the trade show represented different rooms within a hospital, so that the Aventura sales team manning the booth could show how the software worked from “room” to “room” to potential clients in an easy, fast, and simple way.
As far as standing out, we took a detailed look at the competitive landscape in the medical technology category. Over 85 percent of brands used blue or gray as brand colors. We chose bright orange for Aventura’s primary brand color, signaling to the industry that not only was the product revolutionary, but that the company mindset was different, too. The booth had one of the highest traffic rates for a booth of its size at the trade show – attendees came to see what Aventura was all about, just because it stuck out as the most colorful booth at the show in a sea of white, blue, and gray booths.