Challenge
How do we transform 200 years of patient safety into a page turner of a book
To make the most of their momentous bicentennial in 2020, USP was seeking rockstar ambassadors who could share the company’s story, its global impact, and evangelize the work they do. From staff, the Council of Experts, Expert Panel Members, to its Board of Trustees, the company looked to everyone in their inner circle of connections.
Leadership also sought influencers who weren’t connected to USP through a delegate member, such as health & science thought leaders or media, and knew very little about USP. The end game was to forge partnerships, inspiring delegates and organization leaders to become avid drivers of USP initiatives, while giving employees a code they could proudly live by.
Solution
A striking and contemporary record of USP’s rich history
As public health’s best-kept secret, what do you say when everyone is finally looking right at you?
You inspire them, of course, with memorable and emotionally moving stories of how your unwavering pursuit for quality has helped protect the health of people all over the world. With that in mind, we didn’t land on a conventional history book; rather, we put together a careful curation of USP’s most captivating stories, all collected as galvanizing “proof points” for their mission and vision.
At a glance, a 200 year history of safety in medicine may not immediately seem like a page turner, so the design needed to bring stories to life in a visually striking way. After all, what’s the point of telling stories if no one reads them? The answer was bold colour and typography, and it’s how we chose to create dramatic moments throughout the book that would draw readers in.
Result
A book that fulfilled it’s promises
We worked long hours with USP’s archivist to scour their extensive collections (and beyond) to build a visual narrative for this book, matching photos to stories, but also using photos that tell their stories, and fortify the written. On top of that, a series of foldout infographics were designed to visualize data points and the core ‘trust’ components that were foundational to USP’s 200-year campaign.
The result was a book that fulfilled it’s promise: celebrating USP’s 200 year journey in style, educating people on what they do for the world, and inspiring enthusiastic ambassadors.
Learn more about USP’s 200th Anniversary on their dedicated bicentennial web page.
One more cool thing...
Putting 'trust' front and center
If you take a closer gander at the cover of The Standard of Trust, you’ll see that the background is composed of a grayscale collage. This was made up of hundreds of photos showcasing USP’s impact over the years, and it was designed to embody that anchoring concept of ‘trust’ in medicine. From afar, it serves up an interesting layer of dimension (we love a great textural moment). When it comes to print, small details like this can go a long way in making your company history piece stand out from the crowd.
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