ESMO 2025 highlights: How storytelling, design & emotion are transforming scientific engagement

At this year’s European Society for Medical Oncology (ESMO) Congress, the spotlight wasn’t only on data, it was on design. Across the exhibition floor, exhibitors reimagined how science could be experienced, not just explained. 

Inizio experts Ellen Maxwell (Scientific Strategy Director, Ashfield MedComms, Inizio Medical), Stephanie Tortell (President, Ashfield MedComms, Inizio Medical) and Katie Streten (Head of Creative Strategy, Emota) observed a clear shift: from communication to connection, from presentation to participation.   

Designing for engagement: Turning booths into scientific experiences 

From booth layouts to interactive displays, design took center stage at ESMO – not as decoration, but as a driver of understanding. 

“The most compelling booths weren’t the flashiest,” Ellen noted, “Every interactive element, from digital journeys to hands-on models, served a clear purpose: to make science tangible.” 

Stephanie added, “And that purpose extended to design strategy itself. Visibility, flow, and comfort were treated as integral to storytelling. When you design around how people move, think, and feel, the experience becomes effortless and unforgettable.” 

Together, they noted how thoughtful design turned passive observation into active understanding, signaling a new era of scientific engagement. 

Using emotion to enhance scientific storytelling and engagement 

Beyond form and function, exhibitors tapped into feeling – recognizing that emotion can make scientific stories unforgettable. 

“We’re seeing science expressed with emotional intelligence,” Katie reflected. “Visuals, color, and motion now work together to create moments of feeling as much as fact.” 

Ellen agreed, “And accessibility is part of that emotion. In busy congress spaces, subtitled visuals and clean motion graphics ensure everyone can engage, no matter the noise or language barriers.” 

Their shared insight: the most effective storytelling isn’t about spectacle, but rather about empathy, clarity, and connection. 

Visual identity at ESMO 2025: Confidence through color and form 

That emotional energy extended to the visual identity of the congress itself, where confidence and clarity shone through in every detail. 

“There’s been a definite shift in aesthetic tone,” Stephanie observed. “We’ve moved from softness to strength, and from subtle graphics to confident, assertive visuals that reflect precision and purpose.” 

Katie continued, “That confidence shows in color too. Pharma brands are embracing vibrant hues and distinctive identities. But the best examples used color with intention instead of just decoration in order to amplify the story, not distract from it.” 

This balance of creativity and credibility defined the visual language of ESMO 2025.  

Sustainable design in scientific exhibits: ESMO 2025 trends 

Alongside creativity came conscience. Sustainability was no longer a differentiator, but a shared expectation.  

Ellen observed, “Sustainability has matured beyond messaging. Reusable materials, modular builds, and transparent environmental commitments are now baseline expectations.” 

Stephanie agreed, adding, “And that’s inspiring. It shows how creativity and responsibility don’t have to simply coexist but actually reinforce each other. Conscious design isn’t a constraint; it’s a catalyst for smarter solutions.” 

Together, they reflected on how environmental awareness is reshaping the aesthetics and ethics of scientific spaces. 

Human-centered design: Creating meaningful congress experiences 

And at the heart of it all was the human experience – because even in data-driven spaces, connection is what people remember. 

Katie reflected, “Comfort remains the quiet driver of engagement. A seat, a drink, or a place to pause are the moments that turn interaction into conversation.” 

Stephanie added, “Exactly. Hospitality is about creating calm within the chaos. When people feel cared for, they’re more open, more curious, and more present.” 

In a setting driven by data, these human touches remind us that empathy is still science’s most powerful connector.  

From information to inspiration: Redefining scientific engagement 

Across ESMO 2025, one message rang clear: connection is the new currency of communication. Science alone informs, but science paired with design, emotion, and sustainability inspires. 

As Ellen, Stephanie, and Katie each observed, the future of congress engagement lies in integration and blending creativity and clarity to make every interaction meaningful. 

At Inizio, we believe this is where innovation truly happens: when stories of science become experiences that stay with people long after they leave the floor. 

For a complementary perspective on the scientific and strategic trends shaping oncology, explore ESMO 2025 Insights: Emerging Oncology Trends Highlighting the Need for Precision Medical Affairs by Rüdiger Papsch, Partner, Medical & Scientific Affairs, Inizio Advisory. 

And for a deeper look into the creative shifts redefining experiential design at pharma congresses, take a look at Four Creative Shifts from ESMO: What’s Next for Experiential Design in Pharma by Katie Streten, Head of Creative Strategy at Emota (part of Inizio Engage). 

Ready to elevate your congress presence?  

Let’s talk about transforming science into story. Learn more about our full-service congress solution, or contact us today.