Biopharmaceutical Multi-Year AOR
BMS Immuno-Oncology
During my 2-year tenure as the Creative Director for the Bristol-Myers Squibb Immuno-Oncology business unit (later renamed Integrated-Oncology), I developed content for US and International Congresses (ASCO & ESMO) as well as several internal meetings.
Creative R&Rs included theme development across all meetings, environmental design recommendations, interactive activation design and content development, media scripting (opening videos, patient videos, etc.) and an I-O brand identity refresh.
ESMO 2016 - Copenhagen, Denmark
OBJECTIVE:
Engage the audience outside of the traditional 4-hour theater-style General Session that was typical for ASCO and ESMO Interchange meetings.
SOLUTION:
Break-up the main stage content at the midway point and divide the audience into breakout sessions comprising three intimate group presentations and discussions.
Rethink the breakout session look & feel with sleek, mixed seating. Rotate the four breakout presenters, allowing for a small break between topics.
Use elements from the branding as visual wayfinding leading to the main stage (floor graphics and signage) and to designate the breakout areas.
I-O Brand Identity Refresh
OBJECTIVE:
As BMS expanded the Immuno-Oncology team to include additional groups, the newly named Integrated-Oncology team required a new brand identity.*
SOLUTION:
Create a new logo for the Integrated-Oncology team featuring a new representation of the “I-O” identity.
The new font style and contrasting BMS-blue and grey color palette gives the logo a modern, sophisticated feel. The fluidity of the interwoven “I-O” represents the various groups coming together as one comprehensive team.
*Provided creative direction and mood/tone to Art Director based on client brief; selected top 3 design directions for client review and approval.
2017 Overarching
Meeting Theme
OBJECTIVE:
Identify, develop and roll-out a mantra/rallying cry to represent the 2017 objectives and expected scientific strides… Focus Forward.
Utilize the theme in all communications to the Integrated-Oncology team and as the theme for each of the Interchange meetings (Access, ASCO and ESMO).
SOLUTION:
Design a vibrant theme graphic that incorporates a sense of motion to indicate progress. The “O” serves as a portal used to dive into a topic or look ahead. The color palette represents BMS and the major therapeutic offerings.
OBJECTIVE:
Unveil the new mantra to the remainder of the I-O team. Expand upon the enhancements and successes within the ESMO 2016 Interchange agenda flow.
Create a dynamic, inviting and intimate space for BMS Employees to network with HCPs during the Congress.
SOLUTION:
Build a set design that extended the theme into the ballroom. Attendees walked through the “portal” in the center theme graphic in order to dive deeper into the breakout session content.
Develop a unique opening experience inclusive of a soundscape and video
that reinforced the objectives of the I-O team.
ASCO 2017 - Chicago, Illinois
Access Interchange 2017 - Barcelona, Spain
OBJECTIVE:
Debut the Focus Forward mantra and thread it through aspects of the 3-day
Access Interchange across this smaller group of 250 attendees as a preview of
BMS’ upcoming ASCO theme reveal. Develop new strategies to fine tune the agenda and delivery of information.
SOLUTION:
Reveal the Focus Forward theme in an opening video acknowledging the
work contributions of the Integrated Oncology team.Create a self-guided learning experience, dubbed The Value Journey.
Task attendees to visit all areas by offering a small, region specific reward.
OBJECTIVE:
Rework the ESMO agenda to tell the I-O story differently. Determine how to leverage the natural attributes within a non-traditional conference space in Spain.
SOLUTION:
Begin the Interchange with a Patient Story to reinforce the I-O commitment
to patients and look Forward towards new indications and therapies.Repurpose elements from the March Access stage design; accentuate the natural beauty of the unique venue.
Trim the overall length of the Interchange agenda and revamp the flow
of presentations.
