Six Panel Gatefold Brochure

Project

BRANDING | Goldblatt Systems

Client requirements

"We need a logo, business cards, printed sales brochure and a website... and anything else you can think of."

The client is a new, well-funded entrepreneurial start-up on the bleeding edge of medical data technology. Using proprietary algorthims this company of engineers, physicians and PhDs was hard pressed to know what to do. They had xeroxed sheets of typing paper with their company name taped to the glass doors of their penthouse offices and their sole marketing effort was an 8.5 x 11 trifold flyer made inhouse.

Design Comments

Proper positioning for the marketing was non-existent. I pointed out that trying to sell a new $10,000 system using a 25 cent flyer was simply not working. The above gatefold was a major turn-around in their thinking. Even so, the gatefold design , elegant as it is, with an overall softtouch coating and printed on a 110# Number 1 sheet, is only a first step.

More importantly, the copy was filled with undefined abbreviations and jargon—some not even understandable by the physicians they were trying to reach. I rewrote the copy so that it was comprehensible and targeted to not only the physicians, but also to the office and clinic managers who would be key decision-makers in voting up or down their product.

LOGO
About the logo… the final choice includes a visual representation of a Fibonacci mathmatical progression where each number is dependent upon numbers which precede it—which is analogous to their intelligent health record where the physician's data acquires meaning based upon the words that precede that in the health record.