The strategy behind the booth was three fold, to exist as a fully operational tutorial instrument, structurally provide a semi private conference area at its center for contract exploration and negotiation, while graphically expressing the software’s performance on a human scale.
   The circular design was chosen to achieve all three for the greatest number of attending physicians at ASCO. To achieve the first goal, four 32” flat panel monitors were connected to the exterior walls of the booth by specially designed articulating arm mounts.  These were all linked by an intranet to a data base that mimicked in operation the server based subscription EMR software.  At these four stations the ALTOS team take numbers of attending physicians through a practical application tutorial on the software. Between tutorials the self running digital promotional program is broadcast on the      

monitors to engage & inform.
   As can be appreciated in the front reception area image on left, the logo was designed for both horizontal and vertical application, while expressing its strong branded charater.
   One aspect of the booth's graphic design was not fully realized by the client until in operation; the booth looks fully staffed at all times on the trade show floor.
  Next step: Digital promotion program for monitors.

The Altos Solution

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   As is so often the case with engineering firms, there was no existing archive of professional photographs illustrating the personal story of the software’s operation in the field, or the clinics in the case. This need was fulfilled with grace and expediency through Art Bonus at Stage 3 productions in Warren Michigan, and shot by staff photographer Lee Anderlite.  Lee shot on location at Great Lakes Oncology in Detroit. 
   His superb compositions bring alive the four 50" x 30" light boxes and four 90" x 48" sintra panels designed to display them.