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case history: practical body logic

case history: practical body logic

Our client asked us simply for a website header based on a reduced program of interviews, and because we already had some sense of them and their project, thought we might yet succeed.

Practical Body Logic sought to empower handicapped children to embrace a sense of unlimited possibility despite their particular circumstances.  What story could this header tell?  We grappled with cliches (don't judge a book by its cover), we danced with the saccharine (cheerful children), and we flirted with minimalism (text on tone only...but evocative...) though only out of desperation, until we found a photo of the rainbow eucalyptus and knew immediately that we need look no further.  


This story: that behind every possible color and imperfection of exterior lay the same perfect organism with the same unlimited possibilities for growth and development, that story seemed conveyed here with both precision and visceral beauty.