So we made “WOW” the theme itself: WOW: Expect Nothing Less. We designed a hypnotic, high-contrast visual identity with neon tones, dynamic linework, and portal-like illusions — creating an immersive brand experience that felt like entering another dimension.

Each year, the summit demands a fresh identity. For 2025, the brief was simple — and ambitious: make it wow. Not just impressive — unforgettable.

Attendees didn’t just absorb new innovations — they were transported. Awestruck, inspired, and electrified by what’s ahead in rheumatology, they left feeling like they had just glimpsed the future.