Luzsana at ASCO

At ASCO 2022, Luzsana Biotechnology set out to introduce its new company and bold brand message—#DareToHumancare—to a global audience of healthcare professionals. As a self-described “startup like no other,” the company needed an exhibit experience that reflected its disruptive spirit while inviting the oncology community to become part of its unfolding story. ASCO provided the perfect stage to signal that Luzsana was building something meaningful for the future of patient care. 

Jack Morton brought this vision to life with an “Under Construction” concept that transformed the booth into a symbolic worksite, representing a brand in the process of building a better future. The space featured scaffolding, plywood, corrugated metal, and raw construction materials, paired with playful touches like a catering truck serving gelato to draw visitors in. The intentionally unfinished aesthetic stood out dramatically on the show floor, creating an immediate conversation starter and giving Luzsana’s team a powerful platform to share their mission and momentum. 

THE IMPACT 

Although the Luzsana exhibit was in the far back corner of the show hall, word of mouth began to create intrigue amongst attendees. According to our client’s conversations with attendees, the unexpected design and experience became a draw that drove them to the booth.