— PROJECT NAME
Orange State of Mind,
Zoetis Equine
— ROLE
Brand Identity
Experiential Design
Art Direction
To bring Zoetis to life at the AAEP 2024 event in Orlando, FL—aka the Super Bowl for equine vets—we created a bold, immersive experience grounded in strategic experiential design. Tapping into Florida’s identity as The Orange State, we introduced the concept of “orangenuity”—a vibrant, playful take on Zoetis’ innovative approach to equine health. A custom design system with bright Zoetis orange hues, clever iconography and themed visuals brought this idea to life across every touchpoint.
With 5,156 veterinary professionals, students, guests and exhibitors from 45 countries in attendance, we designed a lively, hands-on booth experience to stand out in the crowd. From a Whack-a-Threat game that turned education into interaction, photo ops, prizes and themed snacks, every detail was crafted to spark connection and make key messages stick. The result? The best-attended AAEP event to date—with the Zoetis booth at the heart of the buzz.
