For its booth at the 2018 Healthcare Information and Management Systems Society (HIMSS) show, Change Healthcare wanted to communicate that it was an energetic agent of transformation within the information-technology segment of the health-care industry. Working with Sacks Exhibits, the Nashville, TN-based firm built a 90-by-100-foot island exhibit that employed numerous elements and structures based on the stylized letter "A" in its logo. The logo letter was modeled after the triangular shape of the Greek letter "delta," which is used in scientific equations to denote an often sweeping change.

Attendees entering the 9,000-square-foot booth first encountered a trio of 20-by-31-foot L-shaped elements with gracefully curved edges. These structures, which comprised lightweight aluminum framing sheathed in fabric, were angled as if leaning to one side, suggesting impending movement. Cut into the base of two of them was an A-shaped gap guests could pass through. Overhead, theatrical lighting hung from a truss bathed the booth with a blue wash while patterned lenses created flowing movements and cloud-like textures.

Visitors could stop at any of 20 workstations that offered demos of company products. Several of these wood- and laminate-clad stations were topped by halo-lit, A-shaped printed graphics emphasizing the company's IT strengths, such as "Payment Management." Once they finished the demos, guests moved to a massive 10-by-25-foot LED screen angled 30 degrees forward, as if it were suspended in mid-topple. Here they viewed looped information on the company's products or donned Oculus Go headsets to watch a virtual-reality presentation on how its technology reduces waste and improves accuracy. With hundreds streaming into its booth, Change Healthcare used prominent and repeated visual elements to reinforce its brand and put itself on HIMSS attendees' A-lists. E