Sometimes a good idea just needs the right place to live.
I originally developed the overlapping-ring concept for an IASLC Annual Report that ultimately took a different creative direction. The marketing director loved the concept, however, and saw an opportunity to bring it into the organization’s exhibition presence.
For the European Lung Cancer Conference (ELCC), I reimagined the rings as a flexible environmental graphic system. The interconnected circles create movement and visual continuity across the booth panels and counter, while varying their scale and placement keeps the space energetic without competing with the messaging.
The result is a cohesive booth experience that feels distinctly IASLC while giving different communications—from membership messaging to conference promotions—a consistent visual home.
A concept that didn’t make the report found a much bigger stage.
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