The Pharmacy Show

Project overview

The Pharmacy Show is one of the largest medical and healthcare trade events in the UK, bringing together thousands of pharmacy professionals, suppliers and partners. Optum was a key exhibitor, with the stand designed to create a strong, confident presence within a highly competitive exhibition environment.

I led the end-to-end design of the stand and all supporting assets, working with early access to Optum’s new brand ahead of its official launch and in collaboration with event partners responsible for the stand build. With limited formal guidance, I worked closely with senior brand stakeholders in the US to interpret and apply the emerging visual language across the physical space, printed materials and on-stand motion.

The final design brought together environment, graphics and content into a cohesive system, ensuring consistency across every touchpoint — from large-scale stand visuals to leaflets, feedback stations and the on-stand film. The project demonstrates my approach to large-scale event design, brand guardianship and art direction, delivering a clear and considered brand presence in a high-stakes, real-world setting.

Client: Optum
Role: Senior Designer / Brand Lead
Scope: Creative direction, event design, branding, print and motion