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Project: "Memorial Sloan-Kettering Cancer Center 2011 Annual Report"
Company:Thinkso Creative
Designer(s): Brett Traylor, Tyler Fortney, United States
Category: Print, Professional
User's Profile : User's Profile

Entry Description: Thinkso designed and created the editorial framework for Memorial Sloan-Kettering’s 2011 annual report, 10 Steps Closer. The number one cancer center in the country wanted to depart from their tradition of big, bulky corporate reports. We traded the big budget report for a responsibly designed book that made a big impression by pairing a simple editorial concept with stunning imagery overlays.

About the Designer/Company
Brett brings more than 15 years of brand identity and design experience to Thinkso. He provides creative leadership on every project and has attracted a diverse clientele of corporate, cultural and nonprofit organizations with his conceptual strength and bold execution. Throughout his career, Brett has worked on high profile projects for a variety of clients. For the New York Jets football club, Brett executed a sweeping redesign of the team’s brand identity program, including collateral, stadium signage, and the introduction of “Gameface,” the team’s first-ever mascot. As a design consultant to United Airlines over the last ten years, he has been instrumental in the creation and rollout of a comprehensive identity program that has included the creation of a new paint scheme for the entire fleet of aircraft, onboard service initiatives, environmental signage and the creation and management of United's online brand standard database. Brett’s work has been widely acclaimed in publications such as Communication Arts, Print, ID, Wired, Metropolis, and The New York Times. His work is included in the permanent collection of SF MoMA and has garnered an array of awards. He has been recognized by the American Institute of Graphic Arts, the Society for Environmental Graphic Design, the New York Art Directors Club, Black Book AR100 and was twice nominated for a British Design and Art Direction (D&AD) award. Brett earned a BFA in graphic design from Brigham Young University and has worked at some of the country’s most prestigious design firms, including Landor Associates and Pentagram Design. At Pentagram, among other honors, he was elected Associate Partner in 2003.