What do you do when you are a major pharmaceutical company about to go to a trade show in three weeks, with a booth that is already in fabrication, and you have a 66-foot wall that was supposed to tout your newest arthritis drug, and that drug is not going to get FDA approval in time? These were the constraints of this project. The solution: design it to match the branding that is being developed for the new drug and put in a history of arthritis treatments time line there instead. The result was a huge success. The trade show still went off without a hitch and 1:12 scale posters reproducing the wall were handed out to doctors as a memorable take-away item.