There’s a better way to vaccinate.
VaxCare at the AAP National Conference
Elevating awareness, sparking curiosity, and simplifying the story of modern vaccination.
Brand Design, Design Strategy, Content Strategy, Exhibition Design, Event Design, Visual Identity System, Marketing, Digital Marketing, Sales Material, Brand Experience Design, Illustration, Information Design.
VaxCare’s presence at the American Academy of Pediatrics (AAP) National Conference VaxCare’s presence at the American Academy of Pediatrics (AAP) Conference marked a major step in elevating brand awareness and crediblity among pediatric providers—a key audience segment in vaccine delivery.
With over 10,000 physicians attending and hundreds of booths, the objective was clear: cut through the crowded exhibition space with a thoughtful, visually engaging experience that simplified VaxCare’s value story.
It was a defining moment in positioning VaxCare not just as a product company, but as a trusted brand shaping the future of vaccine delivery.
The Approach
The AAP Conference represented a turning point for VaxCare—its first major presence on a national stage. Rather than treating it as a sales event, the organized was aligned on investing in creating a brand experience that introduced who VaxCare is and why it matters.
The focus was building trust and curiosity at the top of the funnel, focusing on awareness, engagement, and storytelling rather than immediate lead capture.
The approach was to introduce VaxCare’s value in a way that was simple, memorable, and human.
The Brand Experience
The brand experience was built across multiple fronts—carefully mapping the attendee journey, audience needs, spatial design considerations, and content strategy to create a cohesive, memorable presence. Every detail, from booth layout to messaging hierarchy, was designed to work together seamlessly.
Together, these elements created a unified experience that was not only visually engaging but strategically designed to educate, connect, and inspire confidence in VaxCare’s mission.
The experience:
Showcased VaxCare’s hardware devices front and center making the technology tangible and approachable.
Translated complex product and workflow benefits into clear, relatable storytelling for busy pediatricians.
Invited curiosity, exploration, and conversation through approachable, human-centered design.
Reinforced brand attributes—intelligent, empathetic, and efficient—through every visual and verbal interaction.
Extended awareness beyond the booth with supporting touchpoints including conference swag, leaflets, environmental signage, and digital engagement.
Attendee Journey Mapping
A clear understanding of the attendee journey shaped every design and messaging decision for VaxCare’s AAP presence. By mapping how pediatric professionals move through the conference—from first impression to booth engagement and post-event follow-up—the team identified key moments to capture attention, spark curiosity, and sustain connection.
Each stage was intentionally designed to meet attendees where they are: drawing them in with approachable visuals, engaging them through conversation and storytelling, and guiding them seamlessly into continued engagement after the event.
Year 1: Building Awareness Through Information and Storytelling
The first-year booth design leveraged the backwall as a big, bold, brand moment to draw people in while highlighting issues with the current state of vaccination in a playful manner. On the floor, a modular, three-pedestal layout that showcased VaxCare’s offering through clear areas of benefit:
Financial Value: illustrating cost savings and revenue recovery.
Workflow Efficiency: demonstrating automation and time savings for staff, the most pressing pediatric pain point.
Patient Outcomes: highlighting improved adherence and safety through better vaccine management.
Each pedestal combined benefit statements, testimonial and case study excerpts with infographics detailing measurable impact. A looping demo video provided an at-a-glance view of how the VaxCare platform works in real clinics.
The booth was intentionally designed to encourage self-guided exploration, allowing attendees to engage at their own pace, and scan QR codes to learn more. Supporting collateral—including leaflets, stickers, postcards and tote bags—extended the educational narrative beyond the booth.
An event-specific landing page that with a sign up form ensured that those who were interested could keep the conversation going.
Year 2: From Information to Experience
Observations from Year 1 informed a strategic shift for Year 2: while the first booth succeeded in clarity and education, attendees tended to skim rather than read detailed information, many preferring talking to a represenative.
The team responded by simplifying content, amplifying interactivity, and focusing on human engagement.
The second booth adopted a more retail-like approach, emphasizing open space, visual storytelling, and one-on-one conversation. The backwall functioned as an ambient backdrop that subtly told the VaxCare story through larger than life, iconic illustrations.
Dense tabletop text was replaced with bolder graphics and concise benefit statements, allowing staff to guide discussions dynamically.
A dedicated area for meetings and a live demo was designed to facilitate deeper conversations.
To expand reach, new marketing touchpoints were introduced across the conference ecosystem, including — pre-conference digital marketing, swag-bag inserts, floor decals, and branded giveaways—ensuring VaxCare’s presence was visible well beyond its footprint on the floor. The combination of clean, engaging visuals and approachable storytelling strengthened recognition and reinforced the brand’s professionalism and warmth.
