VEG – ER for Pets

International Veterinary Emergency and Critical Care Society (IVECCS) 2025

20 x 30 Exhibit

Challenge

Each year, VEG’s primary goal on the show floor at IVECCS is to attract and recruit employees. How they go about it, however, is unlike any other booth at the show. This year the VEG team came up with the theme of “Find Your Beat” to drive the creative direction for the booth design. After many meetings and iterations, a final direction of a dance/nightclub/DJ-style design was selected for development.

With the direction solidified, the booth would need to continue VEG’s tradition of creating an attention-grabbing, fun, and engaging experience to set itself apart and attract attention on the show floor.

In addition, the 20x30 booth for IVECCS also needed to adapt to continue the theme in 20x20, 10x30, and 10x20 modular configurations for future shows.

One of the main requests that the team at VEG had for the booth was to include three-dimensional elements of different materials (wood, metal, fabric). Our challenge was to figure out the engineering needed to attach these elements when the structure is primarily aluminum frames covered in fabric walls, all while keeping within in their budget.

Solution

Working closely with the VEG marketing and graphics team helped our 3D design and CAD engineering teams’ concept and iterate on solutions for the final direction of the booth using modular elements such as aluminum frame system and reuseable graphics and components to help ensure the booth could be used in different configurations for future shows.

Based on the “Find Your Beat” theme, the idea was to create a non-booth environment to not feel like just another trade show exhibit.

This included incorporating elements like 16 inflatable disco balls ranging from 2-foot diameter to 6-foot diameter hanging from the truss to grab attention, a custom fabricated internally backlit double-sided logo glyph “Paw of Life” on a rotating sign motor, Integrated lighting feature on the wall “Find Your Beat” adding movement, playfulness, and allure to an attractive set of 3D letters produced in-house, creating a Listening Station complete with headphones and Integrated media players sync’d to push-button activators to play 4 different video clips, and soundproof foam on the exterior wall of the central tower structure.

The front and back of the booth was flanked by two three-dimensional archways that evoked soundwaves for attendees to enter in the space through. On another wall of the booth was a lounge area where attendees could hang and watch a livestream of VEG’s veterinary locations across the country while chatting with staff and receiving some of the many creative give-away items VEG provided including stickers in the shape of records and cassettes, plush vinyl record dog toys, and friendship bracelets.

Heavy consideration was also given to the booth lighting. Using lights that strategically reflected the vibe of the theme from the glow of the ‘Find Your Beat’ sign, to the lounge lighting, to the flashing archway lights and VEG logos.

In addition, to announce their presences at IVECCS, the VEG staff promoted their attendance using local ads and social media to attract potential attendees in the area.

VEG’s brand personality is driven by outside-the-box thinking that strives for playful disruption of the norm on the show floor through their booth design and graphics.

The unique graphics of this first booth set the theme for the rest of the year’s booth configurations.

The graphics and activations are designed to attract new employees in the veterinary field which has a lot of burnout & dissatisfaction

The look and theme of the booth aims to promote a kind of lifestyle, level of play, and acknowledgement of self-worth trying to lift up the industry.

Many senses were engaged throughout the booth to help it become more memorable in the minds of attendees from visual through the graphics, animations, lighting and design, taste via Shirley Temples with disco ball stirrers, touch included 3D elements + giveaways, and of course sound through videos and listening stations.

Results

Overall the booth was another massive hit at IVECCS this year. The “Find Your Beat” theming was unlike any on the floor. The attention to detail in all the elements from the lights to the hanging disco balls, to the giveaways, activity areas, and beverages with disco ball stirrers, was just the right mix of exhibit design and marketing to demonstrate VEG’s unique personality while connecting with future employees. And due to the built-in modularity, the booth and its experience will be able to go on the road to multiple shows in multiple size configurations without losing its impact on the show floor.