Create a fresher, less conservative Research Report for NYU Langone, one of the preeminent medical research institutions in the nation. This book features the younger, rising-star researchers, so the overall look and feel should be more youthful.
Create some interest right from the start—the short cut cover delivers the "WHY" of the title on the first page of the book and provides an unexpected twist, allowing us to use the word in two different sentences: "Never stop asking WHY" and "... they tell us WHY." The book continues the admonishing and questioning on the divider pages between sections using the "WHY" as a large graphic element and statements like "Never stop searching...Never lose sight of the big picture...Never underestimate the power of we." Each featured researcher has a dramatic double spread photo with their story and science. The typography throughout is bold and much less traditional than in previous years, creating a more editorial and youthful look to the whole book.