The American Academy of Ophthalmology 2014 Annual Meeting was held in conjunction with the European Society of Ophthalmology in Chicago, IL. Allergan's original branding and meeting materials were developed to motivate all attendees to join us at our booth and learn about our many innovative products. We drew our conceptual inspiration from Chicago’s iconic downtown movable bridges, which provided a unique opportunity to communicate the Academy’s readiness to open their arms to members and guests to the exquisite city of Chicago.