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Client: MDL (San Leandro, CA).
Need: MDL, a leading supplier of discovery informatics applications and services, regularly produces two types of collateral. Single-page datasheets provide an overview of the main features of a product. Brochures offer a more high-level description of a product's overall benefits and utility. In the summer of 2001, MDL released an electronic laboratory notebook system called Elan. A key selling point of this product was its easy-to-use, template-based approach to data entry.
Solution: Deborah J. Ausman worked with the Elan product manager to develop a datasheet and brochure for Elan. The most striking element is the brochure's fold-out poster. It depicts an Elan notebook page, with pointers indicating how each element was created by the scientist. A user can quickly see that entries in Elan are comprehensive, yet easy to create--an imperative given that this product's main competition are handwritten, paper lab notebooks that can be scribbled in at will.
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