Almaha Medical

We handled art direction and stand design. That meant working out the hierarchy at real-world distances — company name and category legible from across the hall, product and proposition readable at conversation range — and planning the space so visitors can be approached without feeling cornered, which is the difference between a stand people enter and one they walk past.

The design also had to handle the practical constraints exhibition work always carries: fixed floor dimensions, height restrictions, build and breakdown windows, and materials that survive transport and reassembly. A stand that looks good in a render but can't be built in the time allowed isn't a design.