Industry
Healthcare
Client
Nobel BioCare
Year
2020
Nobel BioCare manufactures dental technology and asked for holiday cards that conveyed their branding but skipped any overt references to teeth. Because 2020 was such a difficult year for so many people, the client also requested that the cards emphasize peace and well being over happiness and joy. While the Nobel team provided the interior and back page copy in English and French, I was given free rein with the art and the language for the card design.
I wanted to ensure each of the three options I presented had a different look and feel, so I began by identifying key styles and colors. For two cards, I emphasized Nobel’s branding colors, choosing their primary red and their more holiday-themed turquoise. For the third card, I wanted to work with a photograph and focus on a branded type treatment. I also ensured that I had both vertical and horizontal card options.
For this card, I was inspired by the paper cutout style of these illustrations. So many holiday cards have bold covers and white interiors. I wanted to subvert that expectation and surprise the reader with an interior that popped. The American team loved the bold surprise and selected this card for print.
For the second card, I chose a photograph that still leaned toward Nobel’s red branding. The text stack is an important part of their branding, so this card emphasized typography.
Nobel BioCare's branded turquoise works well for holiday cards because it’s a winter color without a tie to a specific holiday. I wanted to create another illustrated card that wasn’t as much of a visual punch. I still wanted to keep the interior from being a glaring white page, but for this one I used an illustration with depth and nuance. The Canadian team chose this card and required layouts in both English and French.
