Blueprint was up to the challenge. Our goal became to design materials that reflected the FDOC’s energy and positive messaging and, at the same time, deliver important information in a friendly manner. We found that the key was in the photography we selected. Consumers and pharmacists could not keep their eyes off of the beautiful images of juicy, sumptuous grapefruit and pastel toned pharmaceuticals that enhanced the warm tones of the fruit. The press kit folder, brochure and press kit materials utilized the photography to offset the seriousness of the content which was typeset in an open, easy to read typeface. Challenge overcome.