This particular job was part of of a quartet of projects to develop an original branding theme, starting with a new WordPress-based website. This brochure, a set of business cards, and a pair of L-shaped walls for a trade-exhibition booth, were required for the Med-Tech Expo at Birmingham’s NEC. There’s a blog post about the whole Regulatus branding project to this point.

It was fundamentally important that potential customers had a consistent experience of Regulatus. This super-project was the first new commission after Regulatus and I had collaborated on the website build. So my first task was to figure out how to follow suit on the website theme where, in print, the compositional variables are considerably different: principally in that they can never change: the reader can’t change the canvas size at will, for example.

The grid structure really hinges around the “broken” footer in the logo: its columnar regularity is based on the different proportions —the irregularity, if you like — of its two “feet” over the mid-break. The horizontal tracks the depth of the logo (plus a gutter). The net result is that, despite the canvas area being used very differently on each spread, the grid system can still be clearly seen to be supporting the information product. In other words, graphically, I’m illustrating the complex nature of the life sciences, and how regulation supports, not stifles, innovation.