GENENTECH

As Lead Art Director on the Genentech corporate account, I was responsible for developing a refreshed visual direction for the company’s trade show architecture within defined budget parameters.

Working within a healthcare agency environment, I created a new, adaptable design system that balanced scientific precision with bold, brand-consistent imagery. By integrating Genentech’s color palette into dynamic visuals centered around the eye and retina, the booth achieved a striking and cohesive presence.

The new trade show design launched successfully with the Med Affairs team, attracting high booth traffic and positive feedback. Following the strong reception, the client expanded the project scope to include larger interactive displays and additional design enhancements.