X-ray vision for hospital’s annual report


Client: Royal Orthopaedic Hospital

Project: Annual report

The Royal Orthopaedic Hospital in Birmingham asked us to design, write and produce an eye-catching and readable annual report.
Our design team came up with a theme to make the Royal Orthopaedic Hospital’s annual report really come to life. The aim was to create a quality and attractive publication that people would want to pick up and read.
We used striking imagery based on x-rays which appeared throughout the 32-page report. This included clever use of x-ray graphics to emphasise the theme of ‘Achieving Excellence’.
We also structured the report around the idea of ‘Excellence’ to create a publication which covered the hospital’s aims and achievements in an easy-to-read format.


The publication was a distinctive, and welcome, change from previous annual reports. It was an attractive and readable report which patients, staff and stakeholders were more likely to pick up.

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