Catalyst for Cures was designed as a Leave Behind that would summarize and reinforce MDI Biological Laboratory’s messaging after an in-person meeting. It was created with the solitary reader in mind. Would they simply glance at it and put it away to revisit later? Would they be compelled to read cover to cover in one sitting? We believe we created a piece that was powerful enough to have an impact either way.
Catalyst for Cures grabs the reader’s attention from the start and holds onto it until the very last word, and much of its success hinged on the synergy between powerful copy and design.
The cover is a provoking introduction to their discoveries as it highlights new cell growth from a damaged zebrafish heart through color and a spot varnish. "It's Real. It Just Sounds like Science Fiction" is a theme throughout the design pairing arresting images and hardcore facts around age-related diseases and the need for more research and funding.
Bioresearch companies are challenged by the need to translate complex science into a universal experience in order to gain the support they need to move research forward. Going the extra mile to ensure a fundraising piece touches its audience on every level is what makes the difference between communicating and connecting.
