Catalogs
Zapf Creation
Zapf Creation 2001
Colette
Baby Cakes
CRMEF
Royal Case
Titus Cycles
Riverside
Iowa Outlook

The Cedar Rapids Medical Education Foundation (CRMEF) was in need of a new look. This 28-page catalog would serve as a view book for interested medical students researching a residency program.

Previous years featured a horizontal 8.5" x 11" folder and conservative colors. CRMEF wanted a contemporary, yet conservative, people-friendly appeal.

Challenges:

• CRMEF has a small budget, so we needed to meet or beat the print pricing from the last printing - 3 years ago.
• Photos were dated, so the challenge of recycling old photos, art directing new photo shoots and finding stock photography which didn't look like stock, were critical to the success of the catalog.

Solution:

• Established a color theme which complimented skin tone, yet still appeared scientific. Empathy mixed with objective science.
• Sans serif font helped to tone down the 'touchy-feely', since too much would have been sappy.
• Rounded corners and matte finish paper were low cost alternatives which added to the tactile and human touch concept.
• Art direction, photo retouching, and wise use of stock photos when necessary helped to keep costs low.
• Changed the previous pocket folder concept to a horizontal layout and self-cover, saving over $1,500 from the 3-year-old printing estimate.
• Copy writing and editing were completed by the CRMEF staff.
• Project completed on time and under budget.

Click here if you'd like to download the PDF (1.3 MB)