Wills Eye Hospital / Never
For their first major communications piece in eight years, the Wills Eye Institute wanted to make a bold statement. I used a positive spin on a negative word—Never—to grab readers’ attention. An oversized format, fluorescent color, and reportage-style photography then kept readers fully engaged.
The result is a standout that conveys the unflagging spirit of Wills Eye and tells, in no uncertain terms, of the critical, state-of-the-art work the institute performs