Before I was hired as the graphic designer for PAML, there was no real sense of cohesion among sales, advertising, and promotional materials. My challenge was to bring a unifying look to our marketing materials, while focusing on establishing a simpler, more modern and attractive look to our products. My goal was to step outside of the norm for laboratory advertising. By utilizing conceptual visuals, as opposed to the traditional lab-coat and test tube materials used so frequently in the past, my objective was to have the piece tell a story; to say something about the company that went beyond the fact that we are simply laboratory. The advertising was designed to step away from the image of a cold, sterile lab, focusing instead on the human side of the company. Making people feel good about PAML as a company was always the overriding impetus behind our advertising campaigns.
