The launch of Amicus Blue, Fresenius Kabi’s innovative solution for Extracorporeal Photopheresis In-Line (ECP), aimed to create an immersive experience that connected faculty, the company, and participants in a high-impact educational setting. The challenge was to turn a scientific event into a powerful and engaging training opportunity capable of conveying the revolutionary features of the device: processing significant volumes of blood, including in pediatric patients, and delivering rapid treatment suitable even for day-hospital settings, ultimately improving patients' quality of life.
Logistics: Welcoming 120 specialists in a venue designed to host both working sessions and networking moments without compromising efficiency.
Communication: Designing a visually striking and versatile key visual, adaptable across multiple assets (social, video, brochures, stage design, signage), with a strong emphasis on the brand's electric blue and the UV light used by the device. The challenge was to make the concept visually appealing despite the device’s limited aesthetic appeal—leveraging scientific elements like DNA structure as inspiration.
Our approach combined creative strategy with scientific precision, translating complex content into a clear and memorable visual language. The visual concept, built around an electric blue palette and the distinctive brush stroke graphic, ensured consistency across the brand identity and shaped all communications, from digital channels to onsite environments. The setup leveraged immersive elements, such as the predominant use of UV lighting, to evoke the cutting-edge technology behind white blood cell treatment, making the scientific message both visible and impactful. To complete the experience, interactive digital tools and customised giveaways enhanced engagement and left a lasting impression on participants.
The launch of Amicus Blue exceeded expectations, successfully combining cutting-edge technology with a targeted communication strategy. The event generated high levels of engagement and reinforced the brand’s positioning as a leader in life-saving medical devices.
