Lucky Dog Publishing was looking to bring centuries of Chinese medical tradition to a new group of practitioners, a younger generation with various cultural backgrounds. Rather than appearing like an institution as old as its subject matter, Lucky Dog wanted an identity imbued with a bit of whimsy and a light-hearted sense of the Chinese medicine's tradition. Their flagship product, The Pocket Manual of Chinese Medicine, was more a reference manual for browsing than a text for reading. The project required user-oriented design issues uncommon for printed material - our task was to present an immense amount of information in a small, hyper-organized, and quickly-accessible package.

We did: Design strategy, Identity design, Art direction, Graphic design