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. I led creative direction across the event’s brand and physical experience, establishing the visual and experiential foundation in 2024 and evolving it for 2025.
Across two years, the creative system translated into stage environments, exhibit halls, signage, activations, networking experiences and immersive moments designed to make HLTH Europe feel less like a conference and more like a world for the future of health.
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.
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.
The goal was to make a large, complex environment feel connected to the larger brand while giving attendees intuitive ways to navigate, discover and engage.
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.
The visual language became more immersive, organic and multisensory, 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.
Sustainability was integrated into the experience through seating and décor made from recycled 2024 event signage. New environments—including the Startup Pavilion, Summit Stage, Provider Village and Spotlight Stages—expanded the ways attendees could navigate, engage, and connect across the event.
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, connecting stages, the show floor, networking, entertainment and social programming into one cohesive world.
The creative system provided a flexible foundation for the brand to evolve year over year—maintaining a recognizable identity and cohesive experience as the event grew in scale and ambition.