Discovery's Edge Ideation

Ideation • Art Direction • Design: Research at Mayo Clinic can be highly complicated. To help the "educated layperson" target audience understand the content, metaphors were often utilized. Many times the team would brainstorm and develop the concepts, other instances they would be placed on a tee by the writers or Primary Investigators themselves (such was the case below).

Occasionally, our immune systems fail to detect the intruding malignancies. Or are simply too weak to destroy them. Then the stage is set for cancer. “We live in a messy world,” says Svetomir Markovic, M.D., Ph.D., a Mayo Clinic melanoma specialist and researcher. “The problem is sometimes the janitor gets tired and stops cleaning it up.”

Concept board used to inspire editorial illustration for feature article below.

Feature article for Mayo Clinic’s research magazine, Discovery’s Edge.

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