The identity for this Breast Cancer organisation uses curved type to reflect a feminine yet informal feel. Accompanying the wordmark is The Mayor, the animated spokesperson for the content on the site who represents many races to reflect a diverse worldwide audience.

OVERVIEW: Breast cancer detection can be a difficult
topic to understand. How can design improve the
patient experience?

RESEARCH was conducted on 250 women on their
knowledge of breast cancer detection and
screening. It was found that many did not know the
signs of breast cancer or what a lump felt like.
COLLABORATING with oncologists, radiologists,
breast cancer survivors, nurses and screening
technicians, the message was developed and
designs were created to communicate concepts that
patients didn’t understand.
EXPERIENCING a mammogram first-hand allowed
the designer to communicate how a mammogram
felt—like getting blood pressure taken—which
clarified the sensation for patients.

OBSERVATIONS of how patients interact with
physicians showed that communication was usually
one-sided and patients had to prompt their GP to
educate them on breast cancer issues.

PROTOTYPES of posters were used in screening
centres. One poster showing the signs of breast
cancer was hung in the mammography changing
room. Often the technician would find the patient
looking at the poster during their wait and it was
then used as a way to prompt patients on how they
should look for and report signs of breast cancer in
the future.

USER TESTING on the breast cancer website
revealed popular questions visitors had, the types of
information they spent time looking at and their
interactive behaviours.

DESIGN improved the information experience by
acting as a communication aid to work with a
variety of patients on several levels of literacy. The
woman used in the images was tested in the USA,
UK and Qatar and was found to have a universal
appeal as many reported that she represented them,
and that the visual metaphor used to communicate
the breast was friendly and not embarrassing.

Here she is in her jogging suit, designed for running apparel for Cancer marathons:

The Mayor has the symbolic pink ribbon tied around her waist, a ‘lemon’ shaped skirt to coordinate with the other breast cancer lemon materials, a crown showing her authority, and is shown in silhouette to hide any features that might indicate her age, ethnicity or skin color to keep her multinational appeal:

When this character was tested in the Qatar, the women commented that they could identify with her because she was muslim. In the US women said that they could identify with The Mayor because she was American. This multiple decoding of the character is the intended result of her design. It should appear to be like the viewer.

To make the issue more interesting, I not only researched the patient journey of breast cancer detection in the US, but also the UK to compare the different approaches in each health system. These comparisons allowed me to gain insight on how designers could be better used in a public or private health system.

One of the results of this work was a diagram explaining the detection process. This diagram describes the patient journey in a way that is memorable and easy to understand by showing the people involved, not just the tests.

When doctor and patient are able to use this poster to guide discussion, it allows each party to explore all the options and to create their own screening plan.

Instead, I used lemons as a visual metaphor to represent the breast, that I could then use to communicate detailed information about the signs of breast cancer. These visuals have been used in North America, Europe and Asia and can be displayed publicly without censorship.

IDENTITY

Dairymen use Bedmaster because of its reliablity and durable design.The logo was designed with bold, heavy letters to reflect that construction:

The owner wanted to have an identity that also had a sense of humor and featured the main user of his products: the cow. The cow has been a remarkable success on promotional items, modeled after the Ferrari mustang pose.

Photos of the machines were taken at sunset in a hay field (one of the products used to bed corrals). Lighting and sky were adjusted to create a dramatic effect for the informational brochures.

To communicate technical information and functionality, each machine was line drawn and features were highlighted. Model numbers were also introduced to allow ordering easier for customers, showing them the full range of options for each product.

This restaurant is a lively steak and seafood establishment set in a large purpose-built modern rustic mountain cabin. Building on the architect’s angles of the building, the ‘H’ echoes the lines of the wood interior. This handwritten font has organic edges that reflects the rough sizzling sound of the open kitchen.

The ‘H’ is used on the chef’s uniforms on the chest and head. It was also the inspiration for this sculpture:

A blog was set up for students to catalog their work and experiences throughout the trip, and students were able to gain enough university credits to cover an entire semester.