Design trends have certainly taken a step toward the simple — but well before we started down this road of flat, minimalist graphics, I spent some time with the teams at MERCK, American Heart Association and Ascend Integrated Media to create HeartSounds.
The interactive disk contained educational training tools for doctors to listen to and distinguish heart defects solely based on the sound of blood passing through the heart. The piece was intended to be distributed at the association’s annual Scientific Sessions conference and needed to stand out from the crowd of promotional materials that would surround it. For that, we created this beautiful simple design.
The Scientific Sessions brand artwork at the time centered around swooping lines and gradient colors in blue, red, green yellow, purple and more. The movement and energy of the brand needed to be reflected in our interactive disk, but it also needed to stand alone and make a statement.
We committed to the bold red of thee American Heart Association brand and blended it with energetic line art that hinted at the Scientific Sessions graphics. The difference — our HeartSounds lines were inconsistent and intertwined making them more reflective of the cardiovascular system and sounds you were likely to hear on the disk.
The piece was a hit. Doctors raved. The clients were thrilled and we reproduced the disk multiple times in the following year for additional distribution. The project also claimed a number of honors for its design and concept:
- 2010 Custom Content Council Silver Pearl Award for Best Interactive Tool
- 2010 Association of Marketing and Communication Professionals Platinum MarCom Award for CD/DVD Based Multi-media
- 2010 Association of Marketing and Communication Professionals Hermes Creative Award for CD/DVD Based Multi-media
- 2010 Association of Marketing and Communication Professionals Gold AVA Award for Interactive CD
- 2010 Kansas City International Association of Business Communicators Bronze Quill Award for Interactive Media Design
- 2010 APEX Award of Excellence for Multi-media and Interactive Publications
See this powerhouse design and more by our owner, Laura Noll, in the MARKETMOX portfolio.
Scientific Sessions and the American Heart Association name, logo, branding and copyright is the property of American Heart Association. Work for the brand is reproduced here as a show of portfolio by designer, Laura Noll, under fair use practices for non-commercial editorial content.
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