Agfa Healthcare Calendar Project – A Taste Of The Exotic!
Forgive us the delay, the project featured in this month’s blog is a bit of a flashback but we are very proud of it! At the end of last year we finished work on the design and production of a desk calendar for our longstanding client Agfa Healthcare.
Agfa Healthcare were looking to promote their next generation “Gold Standard” image processing solution ‘MUSICA’, that provides high quality images and more efficient workflow for radiographers and radiologists. After working through a number of concepts, we landed on the idea of using this new technology to create x-ray images of unusual fruits for the designs for each month of the calendar.
So, concept decided upon…now to find the fruit! Firstly we carried out extensive online research of which fruits had the most complex internal structures and so would provide the more interesting images. After coming across a huge variety of things we had never heard of and whittling it down to a list of 20 or so we wanted to try out, then we had to find them! I had great fun shopping around and placing a large online order with a fantastic exotic fruits company (as well as a big shop at Aldi for the more run of the mill options!) and a few days later we were had our box of wonders ready for x-raying.
So off we went to one of Agfa’s imaging suites at the Royal United Hospital in Bath after hours, where we had a limited time slot with one of their radiographers to get all the images we would need for the calendar – there was no room for error! With cross sections of fruit everywhere we took as many images as possible, then it was back to the studio to sort through them and decide upon the final 12… They were: pomegranate, cacao, kaffir lime, grapefruit, pineapple, rambutan, sugar apple, papaya, delicata squash, granadilla, honeydew melon and star fruit.
For the design of the calendar itself, we wanted to do something different that would really stand out sat, something that Agfa could distribute to clients and that they would actually want to display on their desks. We went with a unique design of a set of cards stood in a bespoke, branded base unit. We designed the wooden base units to fit the exact dimensions of the calendar cards so that they would stand proud (which took some trial and error!) and had them specially commissioned, cut to shape and printed. The design of the cards themselves focused on bold colours so that the x-ray images really stood out, with the latin names of the fruits to give people a bit of challenge to figure out what they might be!
The images speak for themselves really. This was a fantastic project to work on creatively and we are really proud of the end result.