Bicycle Therapeutics at ASCO
- Chicago
- Exhibits & Trade Shows
- Biotech
Crafting a Disruptive Presence
THE CHALLENGE
Breaking the Mold
Bicycle Therapeutics, a company focused on developing innovative medicines to improve patients’ lives, made a noteworthy debut this year at the American Society of Clinical Oncology (ASCO) Annual Meeting. As this was their inaugural exhibit at ASCO, they sought a partner that would help them create a booth that reflected their groundbreaking approach to oncology treatments.
The booth design needed to be sensational and unique, mirroring the disruptive nature of their brand and drugs. This desire to stand out aligned perfectly with their mission to develop first-in-class therapies that are transforming cancer treatment.
THE SOLUTION
Bold Angles and Fresh Perspective
Impact XM designed a sensational booth that became the highlight of the show. Drawing inspiration from their brand, this theme was expanded to create a multi-faceted triangular booth with remarkable depth. The concept, dubbed Disruptive Triangular Architecture, sought to break away from traditional architectural conventions by embracing triangular shapes and unconventional design elements, thereby introducing a fresh perspective and a standout appearance on the show floor.
The physical peaks and points of the booth design symbolized how the client’s unique Bicycle molecule identifies and pinpoints selected cells, also echoing Bicycle Therapeutics logo. This unique design approach ensured Bicycle presented a distinct look on the show floor, differentiating them in a sea of sameness dominated by the same expected colors and shapes.
The booth featured colorful and exquisite graphics that perfectly matched Bicycle Therapeutics’ branding. Every corner was rich with content, providing attendees with an engaging walkthrough to learn about Bicycle’s history and innovative medicine.
THE IMPACT
The booth was an outstanding success, showcasing an impactful design that resonated deeply with audiences. Its versatility allowed for reconfiguration into a smaller version, which was successfully utilized at other prominent events, including ESMO. Impact XM skillfully upheld brand continuity from ASCO to ESMO by integrating consistent structures and graphics, creating a powerful and cohesive representation of Bicycle Therapeutics’ brand identity and messaging across international stages.
Notably, EXHIBITOR Online recognized the booth’s exceptional design and execution, naming it the Best Small Booth at ASCO. This accolade highlights the booth’s effectiveness in capturing attention and leaving a lasting impression.
The positive reception extended beyond the award, with glowing feedback from Bicycle Therapeutics’ CEO and colleagues, who commended its ability to represent the company’s vision. Fellow ASCO exhibitors and attendees were equally impressed, offering enthusiastic responses that cemented the booth as a standout feature of the event.
