Health AG, Exhibition Stand, IDS Cologne 2017
Health AG had previously been a financial services provider for dentists. Now the company has become an IT service provider and creates solutions for digitized practice management. However, when it comes to practice software, the target group of dentists has a hard time: The existing systems are antiquated, but are no longer being updated. To interest the target group in a new solution, despite this, Health AG did something unique in this sector: They included the dentists in the software development, using »Co-Evolution«. All the questions and problems are solved together as equals. The result is Hēa – the Networked Practice Control. It is modular, but is most effective as an overall concept. It enables dentists to enter the digital era. The Networked Practice Control was to form the basis for the new branding. MUTABOR’s Identity Architecture division therefore faced the question of: What does a design reflecting all the facets of Co-Evolution look like? It never stands still. It is modular, digital and dialog-based. The result was presented at the IDS 2017 trade fair: co-evolution live. The central point is an interactive table. People start talking on an equal basis as if they were around a large kitchen table. This is what makes Health AG different: It listens, shows empathy and creates solutions intelligently and confidently. Every detail of the exhibition stand contributed to the basic idea. Interactive modules supported the discussions, recorded ideas and notes and thus reflected the brand core of Health AG. The new colors of the corporate design, with cool indigo, glowing turquoise and warm coral for contrast, expressed the factors of »intelligent, empathetic, confident« at every point of the stand and in all communication. At the same time, materials such as wood and the lighting produced a warm atmosphere. The stand was deliberately designed so that everything pointed to the table in order to create the setting for real discussions instead of being merely a sales stand.
To provide a special welcome, two stands were placed as »twin stands« in the huge Cologne exhibition complex. These provided visitors with a description of the route to the actual exhibition stand and a lunch package to eat on the way.
Conception, Interactive design, Event communication, Concept and design planning (HOAI LP 1-3), Submission planning (HOAI LP 4), Execution planning (HOAI LP 5), Calls to tender (HOAI LP 6/7), Supervision of production, implementation support and site supervision (HOAI LP 8), Project control, Documentation