Going back a few years, one of my favorite jobs, is the Information Booklet for the World Congress of Neurology. Pharmaceutical giant 'Pfizer' contracted Med.Ed(ge) to design something 'that makes the GPs want to pick it up, rather than throw it away, with the rest of the advertising materials' - Tought brief?

Employing clean, timeless typography, clever use of strong contrasting colours and subtle spot UVs, the objective was achieved, creating a strong, classic feel that added legitimacy and appeal to the document Pfizer so badly wanted the doctors to peruse.