COVIDIEN 2011 ANNUAL REPORT

Following the cover image of surgeons at work, a story began on the opening spread that summed up the patient centric mindset of the company. Allowing the story to unfold over several pages provided powerfully emotive impact.

Story text: In the middle, amidst the everyday objects and actions. The thoughts and moments in the O.R., in the lab, the office, the car, our homes. It's there we find the inspiration to make things better. To fix. To solve. To develop. Can we conquer this disease. Repair this trauma. Change this procedure. Create a better device. Because in the middle of these efforts, these actions, these ideas, lies a simple truth. In the middle of it all, lies a dad, a brother, a son. A mom, a sister, a daughter, who simply needs to get better.

Color, layout and typography combine to make data visual