Selux — Trade Show and Experiential
Standing Out In a Sea of Beige.
ASM Microbe is where the brightest minds in microbiology converge, and for biotech companies, it's one of the most competitive stages in the industry. Surrounded by a sea of neutral, monochromatic medical device booths, Selux Diagnostics needed to signal that, as a growing startup with FDA-cleared products, they weren't just attending—they were competing.
I served as Selux's creative partner across multiple years of ASM and ID Week, designing booth environments, branded lounges, and conference experiences that grew in scale and ambition alongside the company
The centerpiece of the program was a 30x30 fully custom booth at ASM, designed from the ground up with spatial flow as the primary creative challenge. The audience at ASM is highly engaged but wary of being cornered by a sales pitch, so the environment was designed to feel open and explorable from all sides, more like a museum than a trade show booth. Every entry point told a coherent piece of the story, allowing attendees to navigate naturally and absorb product information at their own pace.
The following year, the program expanded to a 20x50’ booth with an adjacent 20x40’ branded lounge, increasing the total footprint and adding dedicated space for more relaxed conversations and product observation. Conference lanyards sponsored by Selux ensured the brand's vibrant gradient palette was widely visible throughout the venue, making the booth feel like a destination attendees had already been primed to find.
Branded merchandise, including custom Allbirds shoes for staff, microbiology-themed pins, temporary tattoos, and water bottles, extended the experience beyond the booth.
I created all graphic design, spatial concepts, flow strategy, experiential programming, and fabrication files. Metro Exhibits handled fabrication and build using those files as a starting point.
The ASM booth generated a 21% increase in badge scans, 23 hard sales leads, and 1,400 new website users, with the highest engagement concentrated on key product pages. The Breakpoint Cafe became one of the most talked-about activations at the conference, with the branded cup and lanyard strategy turning Selux into one of the most visible brands on the show floor.
Client: Selux Diagnostics
Creative Director: Courtney Perti / Contraire
Fabrication: Metro Exhibits