The human element

Statistics are abstractions of reality. But nothing's more real than cancer. That's why Larsen designed IMPAC Medical Systems' first annual report around oncology statistics. The cover enumerates the factors that comprise one patient's oncology treatment. Inside, that individual's statistics are multiplied by the 20 million people fighting cancer today. Those figures are humanized through portrait photography —putting faces to the facts. The design demonstrates the complexity of oncology treatment, which drives the demand for IMPAC products and services —making for a clear and compelling corporate story.

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