Case Study
Bree Health
Barrier-free access starts here — Bree Health’s 20×30 island at HR Tech 2025 turned calming sky blue, flowing white ribbon graphics, and a dramatic overhead hanging sign into a physical expression of what barrier-free mental health support looks like for today’s workforce
Pure Exhibits designed and built Bree Health’s custom 20×30 ft island exhibit at HR Tech Conference 2025 — Booth #7905 at Mandalay Bay, Las Vegas, September 16–18, 2025 — creating a multi-zone wellness environment anchored by a dramatic overhead hanging sign structure with intersecting white and sky blue panels, a tall branded tower featuring oversized app mockup graphics with the Bree Health mobile interface, a hospitality lounge with modern white furniture and potted green trees flanking a wall-mounted display, dual interactive kiosk stations for live product demonstrations, a white reception counter with LED accent lighting, and warm wood-look vinyl flooring throughout — all unified by Bree Health’s signature sky blue and crisp white palette, flowing abstract ribbon graphics, and the “Barrier-free access to the best mental health & life services on the market” brand message. Positioned at Booth #7905 alongside HR technology leaders including The Hartford, Radancy, Chime, and retrain.ai, Bree Health’s booth delivered its AI-driven mental health and life services platform to thousands of HR professionals and benefits decision-makers at the industry’s premier HR technology event.
The Challenge
Reintroducing a Legacy EAP Brand as a Modern Mental Health Platform at HR Tech
Bree Health arrived at HR Tech 2025 in the middle of a transformational rebrand. Formerly NexGen EAP, the company had just transitioned to Bree Health in March 2025 — a name change that reflected a fundamental evolution from a traditional Employee Assistance Program into a modern, AI-driven mental health and life services platform. The challenge wasn’t just visibility at the industry’s largest HR technology conference; it was identity. HR Tech draws thousands of benefits decision-makers, CHROs, and HR technology leaders to Mandalay Bay each September — an audience that had known NexGen EAP for decades but now needed to understand what Bree Health was, why the change happened, and how the platform’s barrier-free approach to mental health, certified life coaching, health advocacy, legal and financial support, virtual concierge services, and AI-powered Solutions Paths represented something fundamentally different from the EAP model they were familiar with.
The brief called for a 20×30 ft island that could accomplish multiple objectives simultaneously: establish the new Bree Health brand identity with unmistakable visual presence, demonstrate the mobile app’s capabilities through interactive kiosk stations, create hospitality zones where HR leaders could have deeper conversations about employee well-being strategy, and communicate the breadth of services — from counseling and coaching to legal consultations, financial planning, health advocacy, and entertainment discounts — that make Bree Health a comprehensive life services platform rather than a narrow mental health tool. The booth needed to feel like what Bree Health’s platform feels like: calming, approachable, barrier-free, and designed around the human experience. Pure Exhibits had built booths for companies navigating similar brand evolution challenges, including Teramind’s “human element” booth at RSA 2025 and Afresh’s presence at Groceryshop 2024 — but Bree Health’s challenge was unique: how do you make a mental health platform feel both clinically credible and genuinely welcoming in a 600-square-foot trade show space?
“Barrier-free access to the best mental health & life services on the market.”
— Bree Health Brand Platform
The Creative Journey
When Calm, Care, and Technology Converge
The Overhead Hanging Sign Structure
The single most commanding element at Booth #7905 — and the detail that made Bree Health visible from across the entire Mandalay Bay expo floor — was the dramatic multi-panel overhead hanging sign suspended from the convention center ceiling by steel cables. An architecturally sophisticated structure composed of intersecting white and light blue rectangular panels forming an asymmetric L-shape, the hanging sign featured the cursive “Bree Health” wordmark on the primary white face with built-in underside lighting that cast a warm glow down onto the booth below. The dual-tone design — a larger white element overlapping a smaller sky blue panel — created dimensional depth and visual interest that read from every aisle approach. In a convention hall where hundreds of HR technology vendors competed for attention with uniform rectangular signs, Bree Health’s intersecting geometric panels stood out as an architectural statement: the kind of bold, confident overhead presence that typically accompanies island exhibits twice its footprint. The hanging sign established the Bree Health brand identity from a distance, ensuring that HR decision-makers could locate the booth from anywhere on the show floor.
Dual-Zone Layout
The 600-square-foot island footprint was organized into two distinct functional zones that operated simultaneously: a left-side interactive demo zone anchored by the tall branded tower and dual kiosk stations, and a right-side hospitality lounge anchored by the full-height branded backwall with seating, greenery, and a wall-mounted display. The demo zone was designed for active engagement — HR professionals could walk up to the kiosk stations, explore the Bree Health app interface on the oversized phone mockup graphics, and watch live platform demonstrations on the tower-mounted screen. The hospitality zone served the opposite purpose: a calming, comfortable space where benefits consultants and HR leaders could sit in gray upholstered accent chairs or the white modern sofa, have unhurried conversations about employee well-being strategy, and absorb the brand messaging on the backwall. Between the two zones, a high-top networking area with bar-height white tables and stools created a middle ground for quick conversations. The warm wood-look vinyl flooring unified both zones and created an immediate sense of entering a different environment from the convention center carpet.
The Branded Tower & App Story
The tall central tower structure — wrapped entirely in the light blue brand graphic with flowing abstract white ribbon patterns — served as the booth’s primary product storytelling surface. An oversized smartphone mockup graphic dominated the tower’s front face, displaying the Bree Health app interface with features clearly legible: “My Solutions Paths,” “Coaching & Scheduling,” “Forms & Appointments,” “Payments & Messages.” The tower exceeded ten feet in height, creating a monumental visual impression that made the app feel like the hero of the entire exhibit. A wall-mounted flat-screen TV below the phone graphic ran continuous app demonstrations and product videos. For HR professionals evaluating employee wellness platforms, the tower answered the most common question before they even stepped into the booth: “What does the employee experience actually look like?” The oversized app mockup put the answer at eye level, and the flowing ribbon graphics surrounding it — evoking calm, movement, and accessibility — reinforced the “barrier-free” brand promise visually.
The Hospitality Lounge
The right side of the booth was designed as a hospitality environment that embodied Bree Health’s approach to mental wellness: approachable, comfortable, and human. The tall backwall — a full-height panel wrapped in the signature sky blue graphic with flowing white ribbon patterns — displayed the Bree Health cursive logo, the tagline, and partner branding including The Hartford. A centrally mounted flat-screen TV ran brand content and product demonstrations. But the real story was the furnishing: two potted green trees (ficus-style, in black pots) flanking the TV added living, organic warmth that transformed the booth from a tech demo station into something closer to a wellness space. Gray upholstered round-backed accent chairs, a white modern sofa, and a low white coffee table created a living-room-scale seating arrangement that invited HR leaders to sit down and have the kind of candid conversation about employee mental health that standing at a kiosk can’t accommodate. The wood-look vinyl flooring completed the effect — stepping into the lounge zone felt like stepping out of the convention center and into a calm, purposeful space designed for real human connection.
Interactive Kiosk Stations
Flanking the booth’s front entrance, two identical tall white kiosk stations created a symmetrical corridor that guided visitors into the exhibit space. Each kiosk featured a large phone silhouette graphic in deep navy blue displaying the Bree Health app interface, accompanied by the message “Improve productivity, employee morale” — speaking directly to the business outcomes that HR professionals need to justify wellness investments. The kiosks were designed at bar-stool height with accompanying stools, enabling one-on-one conversations where Bree Health’s sales team could walk prospects through the platform’s AI-powered Solutions Paths, certified coaching workflows, and health advocacy features. The dual-kiosk approach meant the booth could handle multiple simultaneous demonstrations without bottlenecking, and the symmetrical placement created a sense of arrival and intentionality that distinguished the Bree Health entrance from the open-plan booths surrounding it. Each kiosk’s white pedestal with blue stripe accent matched the booth’s sky blue-and-white palette, maintaining visual consistency from the overhead sign down to the demonstration surface.
Wellness-First Design Language
Every material and color choice in the booth was a deliberate expression of Bree Health’s wellness-first philosophy. The sky blue palette wasn’t just a brand color — it’s the color of calm, clarity, and open sky, chosen to evoke the emotional state that Bree Health’s platform aspires to create for employees. The flowing white ribbon patterns that wrapped the tower and backwall suggested movement, fluidity, and accessibility — visual metaphors for the “barrier-free” promise. The warm wood-look vinyl flooring grounded the space in natural warmth, preventing the blue-and-white palette from feeling clinical. The potted trees added living, breathing organic elements that communicated care in a way that digital screens and branded graphics cannot. The white reception counter at the booth entrance — with its subtle LED accent strip glowing at the base and the cursive “Bree” logo in teal — served as both a greeting point and a design statement: clean, modern, illuminated, and welcoming. For a mental health platform presenting at a technology conference, the design language needed to bridge two worlds: the tech-forward credibility that HR technology buyers expect and the human warmth that mental health services demand. The booth achieved both.
The wider view of Bree Health’s 20×30 ft island at Booth #7905 — showing the dramatic multi-panel overhead hanging sign, the sky blue branded backwall with flowing ribbon graphics, the hospitality lounge with high-top bar tables and modern seating, illuminated column pylons, white reception counter, and warm wood-look flooring at HR Tech 2025, Mandalay Bay.
The Message
Barrier-Free Access to Total Well-Being
“Show your employees you care.” — the promise that turned Bree Health’s 20×30 ft island into the most compelling mental health and life services story at HR Tech 2025.
Years of industry experience powering the Bree Health platform
Bree Health’s booth messaging hierarchy moved HR professionals from emotional resonance to product understanding in three steps: the human hook (“Show your employees you care”), the capability proof point (the oversized app mockup displaying Solutions Paths, coaching, and concierge features), and the trust signal (“Barrier-free access to the best mental health & life services on the market” — backed by four decades of EAP industry expertise as the former NexGen EAP). The interactive kiosk messaging added the business outcome layer: “Improve productivity, employee morale” — translating wellness into the language of ROI that benefits decision-makers need to hear.
“Barrier-free access to the best mental health & life services on the market.”
“Show your employees you care.”
“Improve productivity, employee morale.”
“My Solutions Paths — Coaching & Scheduling, Forms & Appointments, Payments & Messages.”
“Personalized Solutions Paths with step-by-step guidance, tools, and resources that adapt to your needs.”
Gallery
The Booth in Detail
Wide establishing shot — the full 20×30 ft island with overhead hanging sign and dual-zone layout
Interior lounge — hospitality zone with gray chairs, white sofa, and potted green trees
Tower detail — oversized app mockup and branded tower with sky blue ribbon graphics
Kiosk entrance — dual interactive stations with app demonstrations and overhead sign
Alternate kiosk angle — the symmetrical entrance corridor and multi-panel canopy
Wider angle — hospitality lounge with high-top tables and The Hartford neighbor visible
Full front view — demo zone and lounge zone side by side with reception counter entrance
Booth Walkthrough
Experience the Booth
A full walkthrough of the Bree Health 20×30 ft custom island exhibit at HR Tech 2025 — showcasing the dramatic multi-panel overhead hanging sign, the sky blue branded tower with oversized app mockup, the hospitality lounge with modern furniture and potted trees, dual interactive kiosk stations, the white reception counter with LED accent lighting, warm wood-look flooring, flowing abstract ribbon graphics, and the full scope of Bree Health’s presence at Booth #7905 in Mandalay Bay, Las Vegas.
Impact & Results
By the Numbers
From NexGen EAP to Bree Health. A 20×30 Island That Launched a Brand Transformation.
HR Tech Conference 2025 brought thousands of HR technology buyers, benefits decision-makers, and workforce leaders to Mandalay Bay for the industry’s most important annual gathering — three days of keynotes, product demonstrations, and an expo floor packed with vendors competing for the attention of CHROs, VPs of Benefits, and HR technology leaders who evaluate dozens of platforms each year. For Bree Health — the mental health and life services platform that evolved from NexGen EAP in March 2025, leveraging over four decades of EAP industry expertise into a modern, AI-driven platform offering certified life coaching, counseling, health advocacy, legal and financial support, virtual concierge services, Solutions Paths, and an e-learning library — the 20×30 ft island at Booth #7905 needed to accomplish something far more ambitious than a standard product launch: it needed to retire one brand identity and establish another, all in the span of three conference days.
The design strategy centered on a single insight: a mental health platform’s trade show booth should feel like its product. Bree Health’s platform promises barrier-free access — no friction, no stigma, no hoops to jump through. The booth translated that promise into physical space. The sky blue palette evoked calm and openness. The flowing white ribbon graphics suggested accessibility and movement. The warm wood-look flooring, potted green trees, and residential-scale furniture created the kind of welcoming environment where HR professionals could have honest conversations about employee mental health without the clinical sterility that traditional EAP branding often conveys. The interactive kiosk stations made the mobile app the hero of the experience — demonstrating that Bree Health’s technology is intuitive enough to require only a quick visual walkthrough, not a 30-minute sales presentation.
The results validated the strategy. The dual interactive kiosk stations kept Bree Health’s team engaged in continuous product demonstrations throughout the conference, and the hospitality lounge’s comfortable seating enabled the deeper strategic conversations that turn trade show encounters into partnerships. The overhead hanging sign — with its intersecting geometric panels and built-in lighting — gave Bree Health the kind of floor-wide visibility typically reserved for much larger exhibitors. Positioned alongside established HR technology brands including The Hartford, Radancy, Chime, and retrain.ai, Bree Health’s booth made the case that mental health and life services aren’t a nice-to-have benefits add-on — they’re a technology-forward platform investment that belongs at the center of any organization’s employee experience strategy. Pure Exhibits has built booths across the health, wellness, and technology sectors, including Base’s e-commerce booth at Shoptalk 2025, Radware’s all-white island at RSA 2025, and SpyCloud’s cosmic-themed booth at Black Hat 2025 — and Bree Health’s HR Tech 2025 presence stands as one of the most cohesive brand launch executions in our portfolio.
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