HLTH Europe
ROLE
Creative Direction
SCOPE
Experiential + Environmental + Event + Production
Building Europe’s leading health innovation eventHLTH Europe brings together healthcare leaders, innovators, investors, startups and policymakers from across the global health ecosystem.
As the creative lead for HLTH Europe, I established the visual and experiential direction for the conference across its first two event cycles. Working within the larger global HLTH creative team, I evolved the brand into a distinct European expression—more typographic, evocative and editorial than the more thematic, illustrated approach of the U.S. conference.
I worked closely with the Global Creative Director, who established the broader HLTH brand, while leading a team of three senior designers responsible for bringing the European vision to life across the experience.
2024 — Establishing the Experience
For the inaugural HLTH Europe, we developed a visual and experiential language that transformed the intersection of health and technology into an environment audiences could see, feel and explore.
I established the creative direction and created a visual guide for the team, defining the typography, graphic language, motifs and applications that would carry across the event. This framework allowed the team to execute across a wide range of touchpoints while maintaining a cohesive point of view.
The experience was organized around the human senses—Touch, Sight, Aroma and Sound—with HLTH Heart creating a dedicated space for meaningful conversations around women’s health.
2024 StagesEach stage translated a different human sense into an environment, giving individual programming tracks their own visual identity while maintaining a cohesive experience across the event.
Touch
Sight
Aroma
Sound
HLTH Heart
The Exhibit HallThe exhibit hall extended the HLTH Europe experience beyond the stages, using environmental graphics, wayfinding, branded spaces and activations to create a cohesive journey through the show floor.
Working with the design team, I directed the creative across the exhibit hall and its individual experiences, ensuring each space could have its own character while remaining connected to the larger HLTH Europe vision.
Art Gallery
An art gallery brought the human side of healthcare to life through artwork by hospital workers and interactive workshops that invited attendees to create, connect and recharge between sessions.
Play
A gaming lounge featuring classics like Pac-Man, Space Invaders, air hockey and car racing brought moments of competition, play and nostalgia into the conference experience.
Networking
Purpose-built networking spaces turned introductions into productive meetings, creating a “speed dating” approach to business that connected attendees with the people and opportunities most relevant to their goals.
2025 — Let’s GrowFor 2025, HLTH Europe evolved around the theme Let’s Grow—a creative idea that shaped everything from the environments and programming to the social experiences throughout the event.
I developed the creative direction and visual language for the concept, including the Let's Grow lockup and supporting visual system. The framework gave the team a clear creative foundation to build from while allowing the experience to evolve in new directions.
The visual language became more immersive, organic and multi-sensory, bringing the idea of growth to life while creating a stronger sense of place and discovery across the experience.
Main Stage
A rainforest-inspired environment transformed the Main Stage into an immersive journey through nature, combining mist, birdsong, lighting and projected gobos to create the illusion of a cascading waterfall.
Palace Stage
Inspired by the gardens of Versailles, the Palace Stage created a distinct environment within the conference, using a sense of European grandeur to establish a more elevated setting for the programming.
Gallery Stage
Drawing from NYC’s Shirokuro café, bold black-and-white line work created a distinctive visual environment that brought an art-driven sensibility to the event.
Startup Stage
The Startup Stage gave emerging health innovators a platform to share new ideas, products, and perspectives with an audience actively looking for what’s next.
Provider Village
Provider Village created a dedicated environment for healthcare systems and providers to showcase innovation, share perspectives, and connect directly with the wider health ecosystem.
AI Spotlight
AI Spotlight put one of healthcare’s biggest emerging forces front and center, creating a dedicated space for conversations around the technologies reshaping how care is delivered.
The Exhibit HallThe Let’s Grow concept extended across the show floor, transforming the exhibit hall with lush greenery and natural materials while introducing new destinations for discovery, interaction and connection.
The creative system gave the team the flexibility to expand the experience across an increasingly ambitious event while maintaining a recognizable European point of view.
HLTHbite
HLTHbite transformed Amsterdam’s Amstelpark into an outdoor food festival, bringing Michelin-starred cuisine, curated tasting experiences and summer programming into the HLTH Europe brand.
HLTHfest
The experience culminated with a circus-inspired celebration featuring live music, DJs, and performances—extending the brand beyond the conference floor and into the social experience of the event.
The ResultAcross two years, HLTH Europe evolved from a new European event into a fully realized brand experience—one that connected the stages, show floor, networking, entertainment and social experiences into a cohesive world.
The creative system gave the team the flexibility to evolve the brand year over year while maintaining a recognizable European identity and a consistent experience across an increasingly ambitious event.
More importantly, the work established a distinct creative expression for HLTH Europe within a global brand—one that remained connected to HLTH while developing its own visual language, voice and sense of place.