In 1995, the year of its initial public offering, Sonus Pharmaceuticals was beginning its groundbreaking research in ultrasound imaging. The company needed to familiarize investors with this research, including its revolutionary product EchoGen. Highly acclaimed in the medical community, EchoGen persists in the body for fifteen minutes—a lifetime in ultrasound technology.

The design of the annual had two major elements. EchoGen was making headlines in the medical community, so a tabloid-style annual was adopted—direct, honest, and in the moment. Time was the second element, and the “tick tock” lettering on the cover reflected the benefits of this technology.