MDesign’s assignment was to differentiate the Back and Neck Center at St. Luke’s-Roosevelt Hospital from other spinal centers in New York City. Upon reviewing collateral materials from numerous hospitals in the area, we decided to implement a radically different brochure cover featuring a flourescent scan of a spine. The bright, strong colors immediately separated it out from the crowd, and the image let the viewer know instantly what the piece was about. As the concept of spinal surgery and/or treatment is a frightening prospect for most people, we decided to focus the majority of the interior photographs on friendly images of activities possible with a healthy back while retaining the colors from the cover. The remaining white space is kept wide open to give the copy room to assert itself and ease the reader’s experience.