Opportunity
Aetna opened a new executive briefing center at its headquarters intended to be a sophisticated selling environment where it could educate visiting business decision makers. The briefing program managers wanted to focus on developing ways to communicate their core brand promises and their commitment to charitable giving, so they asked Downstream to design original media and other storytelling and custom innovative interactive displays to deliver their message.

Development
Downstream developed choreography, design, and technology that express Aetna’s belief systems while demonstrating its innovation and thought leadership. We crafted a customer path that included several interactive displays that offer dynamic, rich digital content, including a charitable giving display and brand theater that curves 180 degrees and consists of multiple projector images seamlessly stitched together.

Solution
Downstream’s design solution began with an intensive study of Aetna’s brand, the current space and interior design aesthetic, and the goals of the EBC audience. We worked to improve the usability of user interfaces and functionality so that visitor experiences were accessible, comfortable, emotionally engaging, and, most important, memorable. Throughout the design process, Aetna and Downstream’s team synched perfectly to pursue the goals of project success and significant ROI.