Objective

The American Diabetes Association’s Scientific Sessions is the world’s largest event focused on diabetes research, prevention, and care. The five-day conference brings together leading researchers and healthcare professionals to explore cutting-edge advancements in the field. For the 80th Annual Session in Chicago, the objective was to build a compelling creative theme that visually reflected ADA’s new brand platform, Connected for Life, while enhancing the attendee experience and sense of community.

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The Challenge

We needed to elevate the Scientific Sessions experience in a way that honored ADA’s rebrand while adapting to real-world constraints: limited access to the venue’s signage specifications, variable viewing conditions, and inconsistent placement opportunities. The design had to be flexible, bold, and legible across multiple environments, while still connecting emotionally with attendees and reinforcing the ADA brand.

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Design Solution

Using a Design Thinking approach, we conducted member interviews to uncover key emotional drivers behind the Scientific Sessions experience. This led to the development of the theme: “passion. inspiration. courage. in our DNA.” The visual system incorporated ADA’s signature reds and an infinity symbol motif to convey continuity and interconnectedness. A comprehensive mood board established the look and feel across tradeshow displays, signage, wayfinding, and branded collateral—ensuring consistency and emotional resonance throughout the convention space.

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Outcome

The creative concept received immediate approval from ADA stakeholders, who praised its alignment with the new brand and its ability to translate abstract values into a bold visual presence. The campaign elevated the experience for thousands of attendees and helped reinforce Connected for Life as a unifying brand message.