Gravie —
Astonishing But True

conference takeover

the CHALLENGE

Gravie needed to build meaningful presence. As a newer company, public awareness of their offerings was limited. They aimed to elevate their standing in the healthcare space and clearly communicate their mission: helping HR and people leaders curate better healthcare plans for their teams. That value, however, wasn’t yet well understood.

To change that, Gravie secured a prime sponsorship at a NABIP industry conference, and it became our challenge to ensure they truly stood out. Through conference-takeover advertising and bold environmental design, we set out to make an unexpected play—one that matched the unexpected value Gravie delivers to its clients.

the WORK

Our team created a high-concept booth experience inspired by a Ripley’s-style museum of oddities, showcasing the “Health Benefit Plan Wonders of the World.” It featured custom, carnival-themed exhibits such as the Incredible Shrinking Deductible and Curiously Stable Rate Cap. These were paired with a Zoltan-style fortune teller that dispensed branded Gravie insights and benefits of their work. This concept worked perfectly with the environs, as NABIP was being held in the city of New Orleans, where the mystical has a cultural presence of its own.

We used specialty vendors to create the exhibits from our concepts, and my own design and illustration skills to bring this takeover to life.

The “big show” extended across the conference through illustrated elevator wraps and memorable leave-behinds, including color-changing mugs and exhibit postcards. In the end, Gravie’s booth stood out dramatically from competitors, generating enthusiastic attendee reactions and a notable increase in brand interest.