Managing a National, Branded Event Experience: VHA Innovation Experience (iEX)

Events play a vital role in advancing the Veterans Health Administration (VHA) mission—serving as a platform to celebrate frontline innovation, accelerate health care transformation, and build coalitions across sectors. The VHA Innovation Experience (iEX) embodies this mission by spotlighting the individuals and ideas driving real-world change for Veterans. The event brings together a diverse cross-section of the health care ecosystem—VA leaders, frontline clinicians, Veterans, caregivers, industry partners, academia, nonprofits, and federal agencies. 

Blackberg was engaged to lead the full design, planning, and execution of iEX—ensuring the event not only met all regulatory and logistical requirements, but it also created a compelling, human-centered experience that reflected VA’s innovation priorities and honored the lived experiences of the Veteran community. 

With more than 700 attendees, iEX required advanced planning and coordination across travel logistics, audiovisual and broadcast capabilities, marketing and branding, accessibility compliance, and multi-channel communications.

Interactive Event Agenda

Blackberg developed a highly curated, multi-format agenda designed to showcase the full spectrum of VA innovation in an accessible and energizing format. 

Sessions ranged from high-impact keynotes and fireside chats to fast-paced solution showcases, live demos, and personal storytelling from Veterans and frontline staff. Rather than defaulting to one-way presentations, we built in opportunities for interactivity: live audience polling, Q&A sessions, and structured networking tied directly to content themes. 

To support navigation and participation, we deployed the Whova platform, a dynamic tool that allowed attendees to build personalized agendas, connect with others based on shared interests, and access live updates in real time. Whether in person or joining remotely, attendees could browse speakers, bookmark sessions, and receive push notifications, elevating both accessibility and engagement. 

To guide users through the agenda itself, we created a color-coded track system aligned with VA innovation priorities, such as access to care, mental health, and digital transformation. This structure helped attendees easily self-navigate to content most relevant to their work,whether they were policymakers, clinicians, or Veterans themselves. 

End-to-End Logistics and Onsite Support

Delivering an event of this scale and impact requires navigating a highly complex operating environment. Our team complied with Institute for Learning, Education, and Development (ILEAD) policies, secured ethical partnerships in coordination with the Office of General Counsel (OGC), and maintained strict budgetary discipline through competitive sourcing. In addition, our team managed all advanced planning and coordination, including travel logistics, audiovisuals, plenaries, breakouts, posters, award ceremonies, and networking events.

Blackberg led every facet of event execution, delivering comprehensive, white-glove support from pre-planning through show close. 

In the months leading up to the event, we managed all coordination across travel, lodging, audiovisual production, accessibility compliance, and venue operations. Our team led site visits, produced detailed run-of-show documentation, and developed floorplans and load-in schedules that accommodated complex staging, exhibit demos, and hybrid broadcast setups. We also secured all necessary VA approvals, worked with Office of General Counsel (OGC) to establish ethical sponsorships, and maintained strict adherence to Institute for Learning, Education, and Development (ILEAD) policies. 

During the event, our onsite operations team served as the central command hub, managing speaker movement, green room prep, real-time AV troubleshooting, and attendee flow. We implemented a mobile staffing model to provide continuous support across multiple programming zones, including plenary spaces, breakout rooms, and networking lounges. 

To ensure a flawless attendee experience, we deployed custom signage and wayfinding, coordinated check-in operations, monitored room capacities, and offered on-the-spot assistance for accessibility or tech needs.  

Branded Experience

Despite the event’s growing significance in promoting health care innovation, its branding varied year-to-year, resulting in a fragmented identity that diluted recognition and undermined continuity. The annual event was less recognizable due to changing themes, messaging, and visuals. Our team proposed the development of a cohesive, recognizable brand identity for the event to gain wider recognition, attendance, loyalty and respect within the community.

Developing a consistent visual identity involved crafting a cohesive and memorable brand presence that reflected the event's innovative nature and mission within VA. Our team used a Six Phased Branding Process to develop a versatile and recognizable enduring logo and branding system. This process begins with analyzing the event’s goals, previous branding, and target audience, and working closely with the VA leadership and stakeholders to understand the mission, vision and values of the organization and event. Through focus groups and collaboration, we determined a branding strategy and framework that informed the design of a unique visual language that communicated both professionalism and forward-thinking energy. This step included a thoughtfully chosen color palette, custom typography for readability and impact, and imagery that conveyed innovation and community. We also created adaptable logo formats and developed a comprehensive suite of design elements for all materials, from stage graphics and signage to digital assets like social media graphics and emails. By ensuring visual consistency across all touchpoints, we created a strong, recognizable brand that reinforced iEX’s mission and values while enhancing the attendee experience and solidifying the event's position in the Veteran health care space. 

Marketing and Outreach

Blackberg applied the renewed branding to a suite of high-impact marketing materials, ensuring consistency and clarity at every touchpoint. Custom PowerPoint templates featured bold title slides, clear hierarchy, and dynamic layouts optimized for readability in large venues. One-pagers employed a modular grid system and branded iconography to communicate key information quickly and effectively. 

Environmental design—including large-format banners, step-and-repeats, and directional signage—leveraged the event’s core color palette and typographic system to create an immersive, professional atmosphere. Our designers meticulously crafted stage graphics designed to complement on-screen content, while reinforcing the brand presence using motion-optimized visuals and layered textures to add depth and dimension without distraction. 

In parallel, we delivered full-service video and photography coverage--capturing the energy and insight of the event for use in both real-time social promotion and post-event marketing. Our videography team usesmulti-camera setups, wireless lavalier audio capture, and gimbal stabilization to produce polished, broadcast-quality footage. We edited interviews and keynote segments into concise highlight reels and thematic recaps, incorporating lower thirds, branded transitions, and animated title cards. Our photographers focused on storytelling through candid shots, speaker portraits, and wide environmental imagery, ensuring a rich visual archive. 

Blackberg delivered a full-service event experience that honored the voices of frontline innovators and elevated VA’s innovation mission to national audiences. The event attracted more than 700 attendees and generated more than a dozen media stories. With a custom event application, brand identity, and end-to-end production, iEX offered both professionalism and humanity—supporting Veterans, while energizing the broader health care innovation ecosystem. 

Beyond iEX, Blackberg manages 20+ events annually—ranging from high-visibility conferences to intimate summits and ribbon-cuttings. In every engagement, we combine rigorous compliance management with creativity, empathy, and precision—ensuring every event is a powerful, mission-aligned experience.