The Challenge

ESC Congress is an annual Cardiology conference that takes place across Europe. Each year a fresh new brand is created to promote and individualise the event, consisting of on-site branding, social campaigns, emotive videos and Google ads. The brief asked for directions that included the themes of ‘patient-centric’ and ‘London’.

The Solution

Applying the creative process to conceptualise several directions, the response included ‘personalised care’, ‘the diversity of London’ and ‘big data’ while representing the journey of the cardiologist from working life to congress. The chosen direction was the ‘tube map’ aesthetic, symbolising the individual journeys of cardiologists from a multitude of backgrounds to the congress in a recognisable and flexible device. This asset can then be redistributed as a means of wayfinding throughout the physical event.