This is a preliminary drawing of a patient's unique knee joint.
The project showcased this knee's peculiar ligament shape, its connection to the upper and lower bones of the leg, and the result of surgical treatment.
Targeting baby boomers and their children -- their influencers -- we created a cutting-edge print campaign that flew in under the radar of the client's and the audience's expectations. Six in total.
"In design, as in so many other things — from human relationships to logotypes — frequent contact often produces immunity to the experience. Two things can help here; an attempt to maintain an innocent vision and the capacity to respond to internal and external changes."
— Milton Glaser to Peter Mayer, p. 15, "Milton Glaser/Graphic Design"