The Challenge

ESC Congress 2025 brought together the European Society of Cardiology’s annual congress, the World Congress of Cardiology and ESC’s 75th anniversary within one event in Madrid.

The challenge was to translate these overlapping identities and stories into a cohesive physical and digital experience across a large-scale congress environment. With more than 200 individual print artworks, alongside digital displays and bespoke animation, the system needed to remain consistent while adapting to dramatically different formats, locations and communication needs.

Beyond individual pieces of signage, the ambition was to create a journey through the venue — using graphics to welcome, orientate and engage delegates while gradually revealing the wider ESC story.

The Solution

A flexible graphic system brought the different strands of ESC Congress 2025 together, using scale, imagery, messaging and repetition to create a connected delegate journey from arrival through to the wider venue. Environmental graphics, wayfinding and bespoke animations extended the identity across physical and digital touchpoints, while accommodating multiple brands and hundreds of individual assets.

ESC’s 75th anniversary formed a key narrative throughout, celebrating the organisation’s history through milestone installations and portrait-led graphics before shifting the focus towards its future. Messaging including “Continue shaping the next 75 years” and “The Gift of Time” helped turn the congress branding into a cohesive story of heritage, people and progress.