The brands of tomorrow
The Annual Report of the Chief Medical Officer of the Department of Health had to cover the five most common health issues across the UK; Liver Cirrhosis, E-Coli, Epilepsy, Health In equalities and High Blood Pressure.
Just to give an example that in 2000 Liver Cirrhosis accounted for nearly 500 deaths in men aged 25-44 years and nearly 300 deaths in women of this age group.
The new-look document is a high-impact document with a contemporary edge. The content is deliberately shorter than in past years and introduces striking colour photography for greater immediacy and accessibility.
Reports before were always full of text and complex diagrams, thick like Tolstoi’s War and Peace. We decided to go bigger than usual and designed the brochure A3 oversized and when at the Press Conference the Financial Times asked why the format was so large, its author said it meant people couldn’t just file it away, it had to be read.