B*rk Cancer! campaign
Creating a
visual and
emotional
experience
to disrupt
the industry
Client
PetDx
Services
Booth design
Brand graphics
Event experience
PetDx wanted its conference presence to be more than a booth, they wanted an experience. The goal: disrupt the industry’s canine cancer conversation and spark a movement that would live beyond the event floor.
Most veterinary conference booths feel transactional, product-first, and forgettable after the event. PetDx needed a booth that not only grabbed attention but left attendees emotionally invested in their mission of early canine cancer detection.
The Booth Design
I led the design of the booth’s visual identity as part of the broader brand refresh. We built the experience around the bold rallying cry, “B*rk Cancer!”. I paired a vibrant fuchsia panel and hand‑drawn speech bubble graphics with storytelling touchpoints. The layout featured distinct panels for impact:
Main panel: Bold statement of “B*rk Cancer!” for maximum visibility
Photobooth panel: Playful backdrop for attendee interaction and shareable content
Merch panel: Highlighting Poppy’s story, the heart behind PetDx’s mission
Main panel
Photobooth panel
Merch panel
Concept mockup
The Experience
We layered in interactive moments, including an interactive chalkboard where attendees shared personal stories (“Who do you wag for?”), creating emotional connections that sparked conversations with both marketing and sales team members.
The booth became one of the most talked‑about moments at the event, drawing consistent crowds and generating extensive post‑event content. The interactive chalkboard captured hundreds of attendee stories, and follow‑up campaigns (#barkcancer) drove ongoing social engagement, doubling post-event video views and helping solidify PetDx’s refreshed brand identity in the industry.
People don't remember booths. They remember how something made them feel.
B*rk Cancer broke the transactional mold of the veterinary conference booth by centering the experience around emotional connection. Hundreds of handwritten names filled the chalkboard. A fuchsia wall stopped people mid-stride. There was a shift from selling to connecting. None of that happened because of a product pitch. It happened because the story gave people something real to hold onto, and that's what they took home with them.
That energy didn't stop at the event floor. The conversations and content captured on-site became the foundation for a video series that carried the emotional thread online, keeping the community engaged and the movement alive well beyond the conference.