creative direction/experience design

Cancer Research UK booth design for AACR conference in San Diego 2026; Brief included spatial layout for 4 private meeting rooms and distinct treatments for CRUK and CRH sides of the booth, graphic design and visitor engagement with interactive media. 6 month development of iterations resulted in a bold idea built around the concept of patchwork, weaving people and stories that make up the incredible work of CRUK and CRH. Spatially patchwork concept curates unique experiences of the booth for the visitor, depending on the access point, unraveling the narrative of CRUK/CRH through featured scientists and storyboards. Graphic treatment developed a well know CRUK colour pallet and the dots motif into a striking blurred background, opening space for the text and the photographs of the scientists to take centre stage. 4 iPad stands, dotted around the booth, featured interactive slide presentations inspired by the same graphic treatment. A large monitor with a call to action video faces a busy thoroughfare of the conference.