ASCO2026
Medable wanted to establish a credible brand presence at ASCO 2026, the world’s largest oncology conference, and position itself as a modern operational partner for oncology trial execution.
My role focused on defining the overall visual language for the booth experience and supporting campaign collateral, exploring visual treatments that felt elevated, credible, and aligned with oncology and enterprise clinical audiences.
Challenge
The central challenge was translating Medable's highly technical capabilities into a story that felt emotionally relevant and credible to an audience focused on cancer research and patient outcomes. The event experience also needed to elevate the brand while remaining aligned with Medable's existing Agentic AI visual language, ensuring seamless integration with pre-existing video and digital assets. Finally, the visual system had to scale across a broad ecosystem of touchpoints, from the booth environment and executive events to sales enablement and post-event communications.
Design Direction
Warm gradients and soft lighting were used to create a more human and emotionally grounded experience, contrasting both the colder aesthetic often seen in healthcare technology and the darker gray architectural booth panels. The lighter palette helped create visual separation, draw attention to key messaging, and introduce warmth within the physical environment. Photography focused on real moments of care, analysis, and patient participation to reinforce Medable’s role in removing operational friction from oncology trials.
To help align stakeholders across marketing, product marketing, and leadership teams, multiple mood boards were created to explore different visual territories and levels of brand expression. 
