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Mission Statement: We are consumer advocates, disrupting and creating new markets to provide relevant, real-time information and insights that empower people and enriches their lives.
The SwiftPath Program delivers state of the art hip and knee replacements by helping patients find specialty trained surgeons, who use the most advanced techniques in joint replacement surgery.
Below is a step by step presentation of concepts we did for SwiftPath, to show them how they could bring an updated look to their image while maintaining the original integrity of the brand.
A) First, we concentrated on simplifications by removing unnecessary elements and suggesting a more current font for the tagline. We also gave the second half of the name the secondary color that was part of the original brand palette.
B) Introducing a more current color palette that’s also more related to their medical field, then shifting the tagline flush-left to eliminate the gap.
C) In the final option, we pull the design together into a tighter unit and make some final tweaks to the palette and font treatments.
D) Lastly, we show some optional ways the new brand can be used with photography in their marketing.
When time wouldn’t allow for an out of town photo shoot in Vegas, MLi Design did the next best thing… We utilized the new Adobe ConnectNow “Screen Share” feature that comes packaged with CS4.
Model selection was done via an agency web site and phone calls with sales reps, but on the day of the shoot, the on-site photographer connected his digital camera to a laptop, launched Adobe Bridge and ConnectNow and MLi art directed the entire shoot remotely from our offices here in WA. We were able to see everything the camera saw which enabled us to make wardrobe changes, adjust lighting, position the talent, suggest shot scenarios, comment on hair, expressions and anything else we would have done had we been on site that day.
Above are samples of two shots taken that day (out of over 500), laid out in brochure format. The shoot took place in the client’s airplane hangar near the main strip in Vegas so the photographer later went to a local casino for the background shots that we photoshopped in from here.