Print Ad
The big idea was to introduce “One Word” that defined a quality of the new ORTHO VISION Analyzer and its relationship to the patient. The challenge was to make it work within the existing Ortho Clinical Diagnostics brand.
Fitting the “One Word” into an already-crowded visual space was not easy: existing ads featured a black-and-white patient photo, a blood bag, the OCD logo, plus body copy and legal. That’s a lot of elements already. And we still had to add the “One Word” and a beauty shot of the instrument.
Our solution was to create a lock-up with the “One Word” and the bloodbag, adding texture and dimension to the letters to play off the feel of the blood bag. Since this campaign was going to be translated globally, we used only native InDesign effects so that the “One Word” could be changed on the fly without requiring additional design time. By applying a 12×12 layout grid to the ad—as well as all other materials—we ensured harmonious placement of the page elements.