Project Description

Don’t Be Obvious


In today’s postmodern world, our brains process connotations and implied messages faster than ever before. So much so, that anything too obvious can sometimes make people question if there is something deeper or more complex going on. When designing the brochures for software company Avantech we played on people’s understanding of everyday objects to impart different ideas: such as an egg tray to signify protection and comfort, and an X-Ray machine to show thorough scanning.