Applied Biosystems (now part of Thermo Fisher Scientific) markets instruments for life sciences. Offerings include machines for polymerase chain reaction (PCR), which enables researchers to produce millions of copies of a specific DNA sequence.
For the Analytica conference, Applied Biosystems needed an event booth that underscored its leadership position and allowed for multiple interaction points.
Working with copywriters, vendors, account reps and in-house scientists, I led the design of the booth from floor plan down to the panel graphics. I chose to repeat the DNA image in the graphics because the products we were showcasing were machines that create many copies of DNA from just a few.