Keith Edwards, MD

Business Card Design

Introduction

Dr. Edwards is a pediatric hematologist oncologist in need of a simple, minimalist business card for patients and coleagues.

Primary Objective

A business card that can be used for patients (e.g. to have contact info to reschedule apointments) and professionals within the client's field (e.g. to hand out at meetings, talks, conferences, etc.)

Target Audience

The client's target audience consists of patients of all ages, professionals from both within his hospital and from the global medical field, local hospitals, and DOE.

Client Comments

"I want something simple, classic, and minimalistic. Text only is preferred, but I'd be willing to consider a logo. Maybe." — Keith Edwards

Conceptual Planning

The Design Process

Project milestones and deadlines for client signoff were dictated by a design process that with the pre-production practices of defining the project parameters and conceptual planning.

Key Parts of the Early Conceptual Planning Stage:

  • Project Brief
  • Wireframes
  • Sketches
  • Type Studies
  • Color Studies

Type Exploration

Typography can tell a lot about a person. I presented multiple typefaces and spanning a safe range of simple sans serifs to more fun slab serifs and even handwritten letterforms.

Typefaces chosen by the client:

  • Gotham
  • Rockwell
  • Honey Script

Color Exploration

Dr. Edwards originally wanted simple black & white cards with no color or graphic symbols. After a few exercises and conversations with the client, we identified several desaturated colors and possible combinations that would suit his needs. Before I started any visual designs, we first defined this clear set of colors within a range that the client approved.

Graphical Exploration

Even though the client originally stated that he was not interested in any graphic symbols, icons, or logo marks, once I sketched a few concepts for him it became clear that a visual exploration of symbols was a worthy exercise, to help the client to determine if any added value or benefit could be derived from visually extending his character beyond type alone.

Symbolic Directions Explored:

  • Letter Marks
  • Abstracted Letterforms with Dual Meanings
  • Legos as Building Blocks that Dr. E uses in his practice

Visual Design Iterations

1-2-3 Rounds of Designs

Three Rounds of designs were presented to the client, each one building upon the feedback from the previous round and iteratively improving upon the next. This process of working closely with the client throughout the production stage helps to ensure that all goals will be met and that the client will be pleased with the end product.

Final Product