Project Description



bioMérieux – a provider of instruments for hospital microbiology labs – needed a theme for an upcoming trade show.


Our diagnostic process uncovered a larger challenge than just developing a theme for one single trade show. A shift in focus was indicated: from selling individual instruments to a more patient-centric, holistic and consultative approach. If successful, this would position the organization as an expert provider of more than just instruments. Our solution: The Microbiology Pathway: from Collection to Care communicates the breadth of bioMérieux’s offering and depicts the flow of samples from patients through the entire microbiology lab. The graphic depiction of the Pathway accommodates both consultative services and every product into a single, unified whole. The Microbiology Pathway became an organizing tool for several collateral pieces and the booth layout, with video screens highlighting individual Pathway stations.


With record-breaking booth attendance, the show presence was a resounding success. In addition, a prominent (dare we say famous) New York hospital asked to purchase “the entire Microbiology Pathway,” showing the value of “big picture” thinking.