Rocket Science + Design: An interview
November 18, 2009
SHA Artist/Illustrator: Greg LaFever
Art/Design Director: Greg Fehrenbach
Project: Value Dossier on Thoracic Surgery; Medical Illustration of Lungs
What creative/business goals did you have with this project?
We were asked to translate an 80+ page Word document of information, graphs and surgical procedure images into a comprehensive, branded communication tool. It was determined that the client would benefit from the ability to use these illustrations in future marketing communications.
Describe your target audience/client base:
Our client is a leading manufacturer and marketer of surgical devices. The target audience is both field sales reps and C-Suite decision-makers for health care providers (i.e. Humana, Anthem Blue Cross & Blue Shield, etc.)
Were there any special hurdles or requirements that the artist had to address?
Greg had to do some research to help him develop the illustrations of lung anatomy. Additionally, he had only 10 days in which to deliver final art, including illustrative time. He met the deadline spot-on.
Describe the final outcome of the project:
Greg created 16 illustrations that helped communicate complex procedural information to a non-surgical minded audience.
Tell us specifically about your experience working with our artist:
It was easy to secure client approval on the illustrations Greg developed for us due to how clean and precise his sketch work is. I was impressed by how quickly Greg was able to take his pencil sketches to final digital art. He was also able to make revisions without hesitation or increase in budget. Greg was easy to communicate with and responsive to our needs throughout the project. We look forward to the opportunity to work with him and Scott on future projects.
