The sales team of a medical product manufacturer is operating in heavy rotation with an outdated corporate brochure and its collateral relatives. Content that is the density of wet cement needs to be emulsified and optimized. A design convention is needed that can stand out in an otherwise sterile crowd of competitors. It needs to say “modern” and “high-tech”. It needs to say Do Not Put Me Down. Scalpel please: die-cut, spot UV, dull aqueous coating and hot decals to make their mark and print updates on the fly.