CASE STUDY: Asembia

Defining the Visual Standard for Pharma's Premier Market Access Summit

MY ROLE

Director of Creative

SCOPE

Full Event Identity, Experiential, Digital

AUDIENCE

5,000+ Attendees Annually

Asembia

EVENT IDENTITY ENVIRONMENTAL & SIGNAGE PRINT & COLLATERAL PRESENTATIONS MEDIA
Asembia Summit

Six consecutive years of summit identity for 5,000+ market access leaders, including launching Asembia's new brand (replacing Armada HealthCare) live at the event.

The Challenge

Asembia's annual Specialty Pharmacy Summit is one of pharma's premier market access conferences — requiring a distinct visual identity each year that felt fresh while maintaining brand continuity, and introducing a new rebrand seamlessly within the summit environment. The identity needed to scale across signage, digital, print, apparel, environmental design, and executive presentations without missing a beat.






Strategic Approach

Asembia's summit required a scalable visual system that could evolve annually without losing recognition — while simultaneously introducing a new rebrand seamlessly into the summit environment. The priority was maintaining brand continuity across a massive range of applications — signage, digital, print, apparel, environmental design, and executive presentations — while commanding authority among pharma's most influential market access audience.

Creative Direction

Each summit identity was built around a central design concept that reflected the year's themes while introducing and embedding the new Asembia rebrand across every touchpoint. I directed the full creative output — typography systems, color language, environmental design, digital assets, printed collateral, and multimedia — ensuring the refreshed brand landed cohesively and confidently at scale. The result was a conference presence that felt premium, intentional, and unmistakably Asembia across 5,000+ attendees and six consecutive years.

Outcomes

6

Consecutive summit identities directed

5K+

Annual attendees across pharma, specialty pharmacy, and managed care

#1

Ranked among pharma's most attended specialty pharmacy summits

  • Led full summit creative from concept to production
  • Partnered directly with Asembia leadership
  • Directed environmental and experiential design
  • Managed print, digital, and branded merchandise
  • Oversaw vendor and production teams on-site

Event Identity

ASM_BRAND

Rebrand Showcased at Summit
Asembia
Introduced the Asembia rebrand directly at the Specialty Pharmacy Summit — debuting the new identity across branded materials, signage, and partner co-brands.

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ASM_IDENTITY_SIGN

Rebrand Signs at Summit
Designed environmental signage and wayfinding materials that carried the new Asembia identity throughout the summit space — marking the transition from Armada HealthCare with clarity and confidence.

ASM_IDENTITY_WEB

Rebranded Web Page for Summit
Launched a rebranded digital summit presence for the 2017 Specialty Pharmacy Summit — translating the new Asembia identity into a cohesive web experience driving registration and attendee engagement.

Environmental & Signage

ASM_SUMMIT

Summit Booth & Environment
Designed and collaborated with vendors for the Asembia summit booth and surrounding environment — creating an immersive branded space that anchored the conference floor and reinforced the new identity.

ASM_WELCOME

Branding the Wynn
Transformed the Wynn's grand ballroom into a fully branded Asembia experience — extending the summit identity across large-format signage, stage design, and welcome communications.

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Creating Mood with Branding
Directed an immersive atmosphere that brought the Asembia identity to life beyond print and digital.

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ASM_SPONSORS

Sponsor Acknowledgement
Designed corporate sponsor recognition displays that balanced partner visibility with the summit's overall brand system — ensuring cohesion across all acknowledgement touchpoints.

Digital programs

Brand Carry-Through
Extended the summit identity seamlessly across the full conference venue — from registration and meeting rooms to corridor signage, ensuring consistent brand presence at every attendee touchpoint.

Digital programs

Creating a Branded Pod
Designed a sub-branded pod environment for a featured product — creating a distinct yet connected presence within the larger Asembia summit brand ecosystem.

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Print & Collateral

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Brochures for Stakeholders
Designed branded brochures communicating Asembia's group purchasing programs and proven solutions — tailored for specialty pharmacy stakeholders and distributed across summit and sales touchpoints.

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ASM_PRINT_ENGAGE

Summit Engagement
Created save-the-date and pre-summit engagement materials for each Summit — driving early registration and building anticipation for the Wynn & Encore, Las Vegas event.

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Summit Support Agendas
Designed detailed conference agendas for each summit — organizing multi-day programming, CE sessions, and speaker schedules into a clean, branded format that kept 5,000+ attendees informed throughout the event.

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Presentations

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Booth Presentations
Directed interactive booth presentation design for HUB Services and summit partners — creating engaging digital displays that communicated key solutions to attendees on the conference floor.

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ASM_PRES_ARNOLD

Keynote Speaker Introduction
Designed large-format stage graphics and branded presentation materials to introduce high-profile keynote speakers ensuring a bold, on-brand moment at scale.

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Speaker Podium Presence 
Branded the main stage podium and speaker environment with the Asembia identity — creating a polished, professional backdrop that reinforced brand authority

ASM_PRES_KEYNOTE

Summit Multimedia Presentations
Directed multimedia presentation design across main stage screens and AV systems — maintaining brand consistency from slide templates to live display throughout the full summit program.

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ASM_PRESENTATION_EVENT

Bold Brand Installations
Oversaw large-scale dimensional brand installations for summit events — bringing the Asembia identity into three-dimensional form and creating landmark moments.

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Media

Headline Video for Outside Experience 

Directed the Asembia brand video displayed on the Wynn Las Vegas exterior marquee — commanding attention at the 2016 Specialty Pharmacy Summit arrival experience and setting the tone for 5,000+ attendees before they stepped inside.

Event Promotion

Directed a walkthrough video showcasing the 2016 Specialty Pharmacy Summit exhibit hall at the Wynn Las Vegas — capturing the scale, energy, and full Asembia brand environment brought to life across the ballroom floor.

Designing identity systems, and multi-channel toolkits
— scaled across enterprise sales, patient communications, and digital platforms.

LET'S CONNECT

ehcurtis@gmail.com        © 2026 EC Direction