The formation of MedTriX Group brought together five distinct medical publishing brands, each with a unique history and identity. To effectively launch this unified brand and foster team cohesion, MedTriX needed a platform that could creatively communicate the new brand’s vision while honouring each original company. Given logistical challenges of an in-person event, a virtual gathering provided an ideal solution, offering an immersive, accessible space for all team members.
The solution, developed by Weald Creative, was a custom virtual world in AltspaceVR, designed to host MedTriX’s brand unveiling in an engaging and interactive way. The virtual space featured a Hall of Heroes with statues and audio stories for each legacy brand, social zones for team conversations and play, and a presentation area where attendees could gather for a keynote unveiling of the MedTriX brand. This setup guided participants through an interactive journey from the distinct histories of each company to a shared MedTriX identity.
The Weald Creative team worked closely with MedTriX to design a virtual environment that reflected the brand’s essence and met the event’s diverse needs. Interactive features, including audio storytelling at each statue in the Hall of Heroes, offered an immersive way for team members to learn about each company’s history. Quiet and play areas promoted social engagement, while technical rehearsals and clear in-world signage ensured a smooth attendee experience.
The virtual unveiling was highly successful, with strong attendance and positive feedback. Attendees explored the Hall of Heroes, social zones, and presentation space with enthusiasm, appreciating the creative and interactive elements of the event. The Hall of Heroes, in particular, received praise for celebrating each legacy brand within the new MedTriX story. Ultimately, the event succeeded in fostering a sense of unity, helping team members connect with both the new MedTriX identity and each other.
