Organisation type
Charity/third sector
Membership organisation
Sector
Health and social care
Science, technology and innovation
Service
Each year, Barley supports the European Association for Cardio-Thoracic Surgery (EACTS) to promote its flagship Annual Meeting — one of the most significant gatherings in the cardiothoracic calendar.
EACTS asked Barley to develop a fresh, distinctive brand identity for each year’s event — one that captures the character of the host city while maintaining strong visual continuity and recognition among its global professional audience.
Our creative process begins with in-depth research into the cultural, historical and scientific character of each location — uncovering insights that shape the design, colour palette, typography and strapline.
For example, Vienna’s 2023 identity, “Raising the bar”, reflected the city’s musical heritage, weaving subtle treble and bass motifs into the event logo. In 2022, Milan’s “Learning together” branding drew inspiration from Leonardo da Vinci’s Vitruvian Man, symbolising precision and shared learning. The previous year’s “Reconnecting” in Barcelona echoed the spirit of renewal after COVID-19, using Gaudí-inspired mosaic textures.Barley’s designs are applied across every touchpoint — from the EACTS website and social media to venue signage, flags, exhibition materials and delegate lanyards — creating a seamless experience that unites online and in-person engagement.
Over three consecutive years, EACTS’ Annual Meeting branding has become instantly recognisable for its creativity and relevance to each city’s story. Each visual identity has strengthened audience recognition, enhanced event visibility, and reinforced EACTS’s reputation for excellence and innovation in global cardiac and thoracic surgery.The upcoming 2024 branding for Lisbon continues this legacy with the theme “Navigating new horizons”, symbolising progress and exploration in the field.
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