This proposal is about a medical terminology service. The contest holder "just" asked to re-design an older brochure using the same content. At the beginning, I spent a couple of hours to learn what the content is about. Then I decided that it may be helpful to come up with a simple idea explaining the core value of this service to "people like you and me". The design is related to the respective landing page - to link brochure and landing page. However, the CH awarded another design. But I still like the idea.