Athenahealth
Event Branding
Connecting space and story
Across a sprawling venue, we built a unified experience for Athenahealth’s conference — blending clear wayfinding with cohesive branding at every touchpoint.
The challenge
The venue’s layout presented major logistical challenges: attendees were entering from multiple locations, many for the first time, and the event itself was spread across several floors — from the drop-off area and hotel lobby to a trade show space, breakout session rooms, and the main keynote stage.
To avoid confusion and ensure smooth attendee flow, the space needed to communicate direction naturally, without relying on intrusive or overly complex signage. In parallel, the entire event environment needed to reflect and reinforce the brand, from wayfinding and signage to collateral like badges, maps, and printed agendas.
The solve
The event branding drew from Athenahealth’s existing visual language — particularly a unique line-art illustration that suggested connection, flow, and structure. Although only one version of the illustration existed, it was expanded into a full visual system that guided movement and created cohesion throughout the space.
This line-based system was extended into large-scale environmental graphics, directional cues, and branded moments placed in key architectural locations. Signage was designed for visual impact without overwhelming the space, using formats like window clings, wall nooks, and vertical banners to subtly influence flow between levels.
Beyond wayfinding, the visual system was applied across all attendee-facing materials: printed agendas, room signage, ID badges, and more — resulting in a unified experience that balanced clarity, brand personality, and design restraint.
The impact
The navigation system worked seamlessly. Attendees flowed easily from entrance points to key destinations, showed up to sessions on time, and rarely required staff assistance to find their way — a major success given the venue’s complexity. The client was thrilled with both the strategic clarity and the visual impact, and attendee feedback reflected a strong sense of polish, consistency, and ease. The brand was present in every corner of the experience without ever feeling forced or heavy-handed.
