Plenful
The Opportunity
ASHP Midyear is the flagship clinical meeting for pharmacy professionals—exactly the audience Plenful exists to serve.
After years of exhibiting with portable displays, Plenful was ready to make a real statement: a 10×20 systems build that would signal to their industry that they’d arrived.
The challenge was doing it at one of the most expensive convention venues in the country, on a budget that needed to work hard while still delivering something that felt unmistakably like them.
The Challenge
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Make a growing investment feel like the arrival moment it was.
Plenful was leveling up—more floor space, a more differentiated presence, something they could reuse across their growing event program.The design had to justify that investment immediately: a space that communicated growth and credibility from the first moment someone walked past it.
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Navigate Mandalay Bay's cost structure without sacrificing the design.
Mandalay Bay is one of the more expensive venues in the country to exhibit at—union electrician fees make lighting-heavy builds costly, and venue policies mean even simple hospitality add-ons can come with steep buyout requirements.Knowing this upfront, every design decision had to be made with budget efficiency in mind.
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Translate a strong identity into 3D space—without a fully formed brief.
Plenful's visual identity was well-developed for digital contexts, but they came in genuinely unsure which direction felt right for a physical environment: tech-forward and clean, or warm and lounge-like.We needed to help surface their vision through a collaborative design process, not just execute a brief.
Our Approach
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Two concepts to explore the possibilities.
Rather than forcing an early decision, we developed two distinct design directions: a crisp, tech-forward environment and a warmer, lounge-inspired space built around wood tones and deep teal.Seeing both concepts side-by-side helped the Plenful team quickly identify what resonated. From there, we blended the strongest elements of each into a final concept that felt unmistakably Plenful.
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Maximum impact, minimum spend.
Mandalay Bay’s cost structure meant every decision had to earn its place. We built the entire booth on rental inventory and introduced just two surgical custom additions: a frosted green acrylic bump-out panel and a curved wood laminate countertop.Lighting stayed intentionally minimal, with teal backlit monitors creating warmth and presence without triggering costly additional circuits. The booth looks expensive because every dollar went somewhere visible.
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Logo geometry threaded throughout.
Plenful's curved P mark became a quiet design motif running through the entire space—the arch framing, the curved rental table, the custom countertop corner, the frosted acrylic panel.These moments carried the visual identity throughout the booth, making the space feel intentionally designed rather than assembled from parts.
The Result
Plenful walked away from ASHP Midyear with something they hadn’t expected: an exhibit that stopped people cold. At least three attendees approached unprompted to ask who built it and photograph it. The ASHP conference team chose the Plenful booth as the backdrop for their official event sizzle reel. One of the most influential figures in pharmacy visited the booth, was visibly impressed, and surfaced that feedback directly to Plenful’s CEO.
In the client’s own words, “We were the belle of the ball.”
Plenful is already planning at least three more uses of the 10×20 configuration across their 2026 event program — including 340B Summit and NHIA — with the same modular rental framework scaling to each footprint.
