Create a book that looks less “slick” and expensive to produce, is more user friendly and has less narrative text, while maintaining the quality look of the brand. Right after the concept had been approved, the budget was cut even further—the location photography was pared down to one day (down from five), the book was to be no more than 16 pages (down from 38), and it was now saddle stitched, not perfect bound, as in the past. This was indeed a challenge.
A new advertising campaign had just been launched based on the heritage EmblemHealth has in it’s New York-area market, with it’s legacy companies of GHI and HIP. The concept of "legacy” was the starting point. The title of the book ties their tradition of available, affordable care (Our Legacy) directly to the readers current situation (Your Health). We open the book with a fold-out on the inside front cover showing a timeline of health care milestones from their beginnings in 1937 to the present (this fold-out adds some pizazz to the pared-down format). The primary photo spreads continue the “then & now” concept, with the two images blending together across the gutter to add more visual interest and intrigue. The content spreads (except for the traditional CEO letter) are set up in small web-like pieces, rather than a continuous narrative, to make the information more accessible. The entire book was printed on uncoated paper (but with UV inks for ink holdout) to reinforce the less “slick” and expensive directive.
The client was very pleased with the final product and the book was very well received, both internally and externally. Everyone liked smaller format, the cover colors and fold-out cover. The cross-over “then & now” photo spreads were also a big hit. Emblem was very happy that we were able to meet their budget and editorial directives without sacrificing quality. The excellent UV printing added a lot to the final product too.