This project focused on updating the Chabner Medical Terminology textbook, at the time the most widely used resource in its field. For the first time, Elsevier faced significant competition in this market, making it crucial to not only showcase the textbook's updates and features but also to develop a compelling campaign that reinforced Chabner as the trusted, proven choice for instructors.

Collaborating closely with the marketing team and a copywriter, we pitched and executed a multichannel marketing campaign to promote the textbook. The campaign included:
 

• Brochures with an interactive wrap highlighting what students wanted and what instructors needed.

• Postcards and a sales sheet spotlighting key updates and features.

• A dedicated website and a video featuring the author discussing her product.

• A unique Med Term scarf, inspired by the author, who was known for her signature style, to connect personally with instructors.
   

The tagline, “Everything you want. Everything you need.” with “Choose Chabner” on the reverse, effectively communicated the value proposition. The overall design emphasized vibrant colors from the textbook's palette, paired with a clean and modern aesthetic. The campaign was met with enthusiasm—marketing was thrilled, the author was delighted, and the scarf became a memorable hit with loyal instructors.

Scope of Work:
Art Direction | Concepting | Website Design | Print Design | Production