A thoughtfully researched and designed report on the future of medicine created after Attention Span’s successful foray into the future of sports.
Process
Similarly to Attention Span’s other “Future Of” reports, the editorial team performed industry research and interviews with leaders in the health space before landing on 13 topics to focus on. In addition to that research and those conversations, the team also took a look at the list of Forces of Change identified and maintained as a part of our futurism work, and applied them to industry factors uncovered during our research.
The design team began work on the look and feel of the report at that point, trying to highlight the futuristic quality of the content and reinforce our research and editorial work.
Designing the Cover
During this time, in addition to working on several spreads within the report, I took the lead on designing the report’s cover. Leaning on its clean look and limited color palette to inform the design and prepare readers for the look of the overall report. Using Processing to “code” the 3D-esque line work and adding the embossing, we created a title evocative of an EKG or other medical monitoring device, especially when paired with the masked text above “MEDICINE”.
Designing the Report
Ensuring the report was beautiful while reinforcing its content first and foremost was the most important aspect of the design process. Along with the creative director and chief design officer, I worked to flesh out the look and feel of the overall report and lead the design work on a number of the book’s spreads as well.
Results
Once completed, the team had produced another beautifully designed print report that won a number of awards, including several for visual appeal and design, and kick-started the team’s work in the health space.
The Jacobs Institute also used the report as part of a successful PR campaign to highlight their work in the medical space, and as a strategic document.
