Bree Health · HR Tech 2025
A forty-year-old EAP walked into HR Tech with a six-month-old name. The booth had to make the introduction.
NexGen EAP became Bree Health in March 2025 — a rebrand from employee-assistance program to mental-health and life-services platform. Six months later the company had to explain that to the buyers who knew the old name, on the floor of the HR Technology Conference at Mandalay Bay. Pure Exhibits built the 20 × 30 island that did the explaining: a sign you could find from anywhere in the hall, an app you could try at the aisle, and a lounge you could sit down in.
New name, old audience, six hundred square feet
HR Tech is where benefits leaders and CHROs compare platforms for a living. Most of them had heard of NexGen EAP; almost none had heard of Bree Health. The booth therefore had two jobs that pull in opposite directions — look established enough to carry four decades of EAP history, and look new enough that nobody mistook it for the same old program with a fresh logo.
There was a third problem underneath. A mental-health platform that presents like a software vendor reads as cold; one that presents like a wellness retreat reads as unserious. The brief for the 20 × 30 was to make the booth feel the way the product claims to feel — barrier-free — while still putting an app demo in front of every visitor who wanted one.
“Barrier-free access to the best mental health & life services on the market.”Bree Health, HR Tech 2025
Find it, try it, sit down with it
The Sign That Introduced the Name
Two rigged panels — a large white one carrying the Bree Health wordmark, a smaller sky-blue one overlapping it in an L — with lighting built into the underside. In a hall of rectangular hanging signs, an asymmetric one is legible from three aisles away. For a company nobody was looking for by name yet, that was the whole point.
Two Zones on One Floor
The left half was for doing: a branded tower, two kiosk stations and a screen running the app. The right half was for talking: a full-height backwall, armchairs, a sofa and a low table. High-top tables between them caught the visitors who wanted neither a demo nor a seat, just a two-minute conversation. Warm wood-look flooring ran under all of it so the three zones read as one room, not three stands.
The Tower and the App
A ten-foot tower wrapped in the sky-blue ribbon graphic, with a phone mock-up on its face big enough to read the menu from the aisle — Solutions Paths, Coaching & Scheduling, Forms & Appointments, Payments & Messages. The first question every HR buyer asks about a wellness platform is “what does my employee actually see?” The tower answered it before anyone had to.
Kiosks at the Aisle
Two identical white kiosks flanked the entrance, each with a navy phone silhouette showing the app and one line of copy — “Improve productivity, employee morale” — aimed at the person who has to justify the spend. Bar-height with a stool each, so a demo happened standing at the edge of the carpet rather than after being led inside. Two stations meant two demos at once with no queue forming.
The Lounge
Grey armchairs, a white sofa, a coffee table, and two potted trees either side of the backwall screen. It looked like somewhere you could talk about a workforce’s mental health honestly, which is not something a kiosk allows. This is where the benefits consultants sat, and where the longer conversations of the show took place.
Materials That Argued the Brand
Sky blue and white for calm and clarity; flowing white ribbon graphics for the “barrier-free” claim; wood-look flooring and live greenery so the blue never tipped into clinical; a white reception counter with an LED strip at its base and the teal cursive “Bree” on its face. Nothing in the palette was decorative — each choice was there to make a technology buyer feel the product was human.
The booth in detail
Experience the booth
A walkthrough of the Bree Health 20 × 30 at HR Tech 2025 — past the kiosks, up the tower, into the lounge.
The build at a glance
A booth that felt like the product
The design decision underneath everything was simple: a platform that sells “barrier-free” should not make people work to get in. So the demo happened at the carpet edge, the name hung where it could be read from the far aisle, and the seating looked like a living room rather than a waiting room. Neighbours on the row included The Hartford, Radancy, Chime and retrain.ai; the island held its own against every one of them without the footprint of any of them.
The build shipped to Las Vegas, installed at Mandalay Bay for the Tuesday opening and came down Thursday night, on Pure Exhibits’ fixed all-inclusive price — structure, graphics, rigging, furniture, flooring, freight, installation and dismantle. Bree Health came back the following season for a 20 × 20 at SHRM 2026.
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Launching a name at a show? Build the booth to do the introducing.
Pure Exhibits designs, fabricates and installs custom islands for HR technology, benefits and health brands at HR Tech, SHRM, HLTH and shows nationwide — hanging signs, kiosks, lounges and flooring included, on one fixed, transparent price.