Briefed to activate Abbott’s brand story from touchdown at Las Vegas airport through to the physical event space at CES24 driving active engagement within the booth and social amplification beyond. I led the creative direction from brand story, to look and feel through to physical creative execution in partnership with Abbot’s in-house creative studio, leadership team and event agencies.

Project deliverables: Brand idea/story/positioning/visual look and feel, identity/guidelines through to final asset production and marketing executions for launch.

I also provided brand and creative leadership in the definition of Abbott’s brand story as part of their global rebrand in partnership with their lead brand agency and Abbott’s senior leadership team.