The problem

Branded like a meeting.

For years, POC NOW ran under the association’s logo. It looked like a members’ meeting, not the industry summit POCMA wanted it to be.

For 2026, the summit needed a brand of its own: one that stood apart from POCMA’s identity and told pharma brand leaders this was the day to be in the room.

The concept

Follow the patient.

Point-of-care marketing happens wherever patients meet care: the pharmacy, the exam room, the hospital room, the video visit. So I drew the path between them, one looping line in purple, blue and green. It became the logo, then the whole identity.

A line is easy to stretch: onto a badge, across a stage wall, through a room, and still one brand.

The idea

A summit isn’t a meeting. It’s a route people follow.

How it got made

From a name badge to a stage wall.

The same loop had to hold up at every size and on every surface: fabric, acrylic, card stock and screens. I designed and produced the identity, then art directed production across all of it, so nothing drifted from one piece to the next.

What was made for POC NOW 2026, with the format and my part in each
DeliverableFormat / specMy part
Summit identityLogo, palette, the loop and the striped borderArt directed and designed
Main stage and podium20′ × 10′ stage backdrop, plus the podium signArt directed and designed
WayfindingIllustrated hanging banners for five points of care, plus entrance and directional signsDesigned
Sponsor wall12′ × 10′ vinylDesigned
Badges, lanyards, agendas5″ × 7″ badges and agenda cards, printed lanyardsDesigned
Passport and raffle5″ × 7″ handout booklet and raffle signageDesigned
Website and adsEvent site, registration path, HTML5 display adsDesigned; built the site in the CMS
Attendees
400+
Sponsors
20
Venue · New York, NY
Pier Sixty

On the pier

The pier became the map.

Pier Sixty gave the summit a big, bright room on the Hudson. I used the concept to organize it. Hanging banners turned each point of care into a place, from the pharmacy and the exam room to virtual care and the back office, so walking the floor meant walking the patient’s route.

Every other piece carried the same parts: the loop on the stage and podium, its arrow on the signs, a striped edge on the sponsor wall and agenda cards, and NOW printed down every lanyard.

Points of care. Designed the hanging banners, resizing existing vector illustrations into one scene for each place care happens.
Sponsor wall. Art directed the thank-you wall: 22 sponsors on one calm grid, the loop in the middle.
The podium. The logo over three crossing lines, the same lines that run through the whole system.
The full stage. Directed and designed the 20′ × 10′ set: the logo wall, the lit waves either side and the podium sign, all one system.

The detail

The stripes did the stitching. One striped edge ran across the sponsor wall, the signs and the agenda cards, so even the smallest piece read as POC NOW.

The welcome. Art directed the entrance signs: the loop’s arrow, pulled out and set loose.
Wayfinding. Art directed the directional signs: the striped edge on top, the crossing lines underneath.
Lanyards. NOW, on repeat, around every neck.
Agendas. Built the agenda card template, cut like badges with the same striped top.
Outside. Designed the street banner: the date, the venue and the loop, before anyone reached the door.
Badges. Designed the badge: the loop, the crossing lines, the name and the striped edges.

The leave-behind

Stamp by stamp.

A printed program is easy to throw away. So the program became a passport: a 5″ × 7″ booklet with a stamp for every exhibitor along the Pathways to Care route. Collect at least half the stamps, tear out the entry page, drop it in the raffle box, and be there for the drawing before the cocktail reception.

Guests got a reason to visit every booth, and sponsors got a reason to start a conversation. Then it had to be made: the booklet, the stamp grid, the sponsor pages and the raffle signs, co-branded with ConnectiveRx, which sponsored it.

The passport. Designed and built to spec: sponsors sorted into stops along the route, and a tear-out entry page.
The raffle. Designed the signs to spec: how to play, what you could win, and when to be in the room.

Before the pier

The route started online.

The site and ads used the same loop, palette and type, so the summit looked like one event before anyone arrived. Their job was simple: get from the first ad to a finished registration with nothing in the way.

The site. Built it in the existing CMS: agenda, speakers, venue and one clear Register button.
“Every element felt cohesive and intentional. Seeing [the] work come together in real life was truly impressive.”
Nicole Divinagracia, President, POCMA

What happened

One summit, one story.

More than 400 attendees and 20 sponsors filled Pier Sixty for one day, and every one of them moved through the same system: from the first ad to the stage, the signs, the badge around their neck and the passport in their bag.

Why it holds together

The loop never broke.

One line, one palette and one striped edge ran through the ads, the site, the stage, the badges and the passport. Guests met one event, whether they found it online, on the pier or in their bag.

Back to the start · 01JWP Connatix
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