2. BIOTECHNOLOGY FOR YOU AND ME
Cool and thoughtful, this series of brochures for Nektar Therapeutics makes the subject of pulmonary delivery systems and molecular engineering, well, chic.

“One of the challenges of designing print for a biotechnology company is being able to understand their technology enough so that you can tell their story,” says Cahan & Associates art director, Sharrie Brooks. “The subject matter is complex and serious—you begin talking about a disease but then drill down to talk about molecules and particles associated with those diseases. By contrasting particles and molecules with color portraits of families, we connect the company’s technologies with what it means to you, me, and our families.”

Of course, outside of smiling common folk from the heartland, key audiences for these brochures are potential large-scale investors and regulatory agencies, as well as those interested among the scientific community. The most salient point for STEP readers, though, is that this is a textbook example of how a design firm and client can collaborate to achieve high-performing communication tools. These aren’t just effective or beautiful. They’re both.

Stephen Doyle, as coolly effective of a New Yorker that exists, was drawn to these pieces like a penguin to a floe: “Cool and smart. That’s what I love about these brochures. Who among us could make an image of ‘Advanced PEGylation applied to interferon- alfa 2-a (30PEG)’ compelling enough to make us look inside a brochure? With science-book supremacy, these guys show us molecules, Hydrogel, and something called PEGylation which is so beautifully rendered, it makes me wonder if my wife and I should try it sometime.

“The exquisite craftsmanship of this piece extends well beyond sharp colors and type so cool it’s just above freezing—even the language is easy to understand. These pieces sparkle with the precision of a well-polished clinic ... one with incredibly exacting taste. Restraint rules at Cahan & Associates, and that makes me a little sad, ’cause I guess I’ll never get a job there!”

Maybe not. But he can always enjoy the lasting benefits of Advanced PEGylation should he ever have the need to decrease his dosage frequency. Now, I want me some Nektar Molecule Engineering. They sell that at WalMart?