The challenge was to create an identity system that would be different from the typical clinical medical industry identities. The intention was to design a series that was inviting, with a classic/contemporary feel. The design used a six-color printing process to create the warm brown hues. The color palette and warm sepia-toned photography was selected as an inviting solution to the cooler hues more frequently found in the medical industry. Actual X-rays of various bones were tinted and used as the photography in the identity system, with the intention to portray the body as an art form in order to soften the medical experience. The versatility of the elements created numerous possibilities for design outcome. The business cards were designed as six different cards—each with a different bone. Each employee received multiple series of all six bones, which created additional flexibility and interaction.