I was honored to be selected as the lead Art Director on the Genentech corporate account. Although a major player in the biotechnology arena, the assignment had challenges that included tight budget restraints and the need to create an entirely new and adaptable look for the Genentech tradeshow architecture—one that aligned with the corporate brand image.

Budget-adhering stock imagery of an eye and retina became the primary focus of the design and by incorporating the Genentech brand colors into the imagery; a completely new, yet brand-consistent visual impression was achieved.

The launch of the first booth configuration by the Med Affairs team at Genentech proved adaptable and received high traffic and much praise—following that initial successful launch the client increased the project budget so that larger interactive displays could be added.