Transcarent · HLTH 2023
“One Place for Health and Care” is a slogan — so Pure Exhibits built the place.
Transcarent’s brand promise is a location: one place for health and care. For HLTH 2023 at the Las Vegas Convention Center, the booth took the promise literally — a life-size house-shaped structure with a white open-truss gabled roof, glowing backlit walls, and a suspended 3D heart at its center, giving a $2.2 billion health tech unicorn the most recognizable silhouette among 900+ exhibitors.
Physicalizing a promise
Founded in 2020 by Glen Tullman — the former Livongo CEO who helped pioneer connected health — Transcarent had grown into a $2.2 billion unicorn backed by General Catalyst, carrying a brand platform that sounds simple and resists physical form: One Place for Health and Care. At HLTH, health care’s most concentrated stage, 900+ exhibitors were all claiming some version of unification. Claiming it wasn’t going to be enough.
The brief compounded the difficulty: one 600-square-foot island had to work simultaneously as a product demonstration environment, a hospitality suite for executive conversations, a private space for partnership discussions, and a brand statement visible across the West Hall. The answer resolved all four at once — if the promise is a place, build the place: a house.
A house, on a show floor
The Gable Silhouette
The single most distinctive element in the West Hall: a white open-truss gabled roof frame forming an unmistakable house silhouette above a floor of rectangular shells and flat panels. Silhouette is the rarest kind of differentiation — recognizable at any distance, from any angle, before a single word is read.
The Heart at the Center
Suspended within the frame, a 3D heart sculpture gave the house its inhabitant — the literal center of health, hanging where every sight line through the open truss converged. Metaphor executed as rigging.
Glowing Walls
Backlit wall panels turned the structure luminous — a warm, domestic glow in a hall of screen-glare, making the house read as inviting rather than exhibiting. Light as hospitality.
Four Jobs, One Floor Plan
The house logic organized the brief’s four modes naturally: open demo edges at the “front,” hospitality within, private conversation space tucked behind — rooms, in other words. The architecture didn’t just symbolize One Place; it scheduled it.
Unicorn Scale, Human Register
For a $2.2B company, the temptation is monumentality. The house went the other way — domestic, familiar, walkable — which is precisely the register a company promising to simplify health care needed to strike with the executives walking HLTH.
Built Before It Shipped
Trusses, suspended sculpture and backlit walls were fabricated, fully stood up and photo-approved at our facility before shipping to Las Vegas, on one fixed price. The house was a home before it left the warehouse.
Rooms of the house
Experience the booth
A walkthrough of the Transcarent 20 × 30 house island at HLTH 2023 — under the gable, past the heart, through the rooms.
The build at a glance
The promise, at 1:1 scale
Most booths illustrate their brand; this one enacted it. Attendees didn’t hear about One Place for Health and Care — they walked into it, sat down in it, and took meetings in its rooms. When the metaphor is the architecture, every minute spent in the booth is a minute spent inside the pitch.
For other builds that turn a brand claim into structure, see Teramind’s wood-arch Diamond island and Appdome’s white beacon at RSA 2026.
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The strongest booths don’t describe the brand promise — they are it. Pure Exhibits designs and fabricates architectural islands that turn positioning into structure — pre-built, photo-approved, one fixed price.