NEWO.AI — EVENT IDENTITY MARKETING CASE STUDY
Newo AI
A full booth-to-leave-behind asset system built to convert conference traffic into demo bookings.
ROLE
Brand & Event Marketing Design
TIMELINE
Spring 2026 — AAO Annual Session
SCOPE
Booth graphics, one-pager library, executive whitepaper
Event context
Newo.ai builds AI voice receptionists for dental and orthodontic practices. As the company prepared to exhibit at the AAO Annual Session — the largest annual gathering of orthodontists and multi-location ortho groups — it needed a complete on-site presence: something to draw attention on the show floor, something visitors could take home, and something substantial enough to keep the conversation going with larger accounts long after the show ended.
I led the design of that presence end-to-end, from the booth backdrop down to the executive whitepaper handed to enterprise prospects.
The marketing challenge
01
Reach three different buyers
General dentists, orthodontists, and multi-location DSOs and OSOs all walk the same show floor, but each group needed messaging tuned to a different pain point.
02
Earn attention in seconds
Attendees walk fast and collect handouts from dozens of booths. Every graphic needed to land one clear promise before someone kept walking.
03
Convert a glance into a pipeline
A backdrop banner cannot close a deal. Every asset needed a clear next step, a QR code, a demo booking, or a pilot offer, that carried the conversation past the booth.
My contribution
I designed the full asset system used at the show: booth backdrops, a pull-up banner, one-pagers library segmented by audience, an executive whitepaper for enterprise buyers, etc
01 · Information architecture
Defined the hierarchy for key dashboard areas and product entities.
02 · Core workflows
Designed agent skills, API credential management, and supporting states.
03 · Reusable patterns
Created shared forms, tables, cards, navigation, and feedback behaviors.
04 · Handoff
Prepared interaction details and annotated designs for implementation.