A specialty pharmaceutical company based in Birmingham, Alabama approached us with a challenge. Help them launch a new prescription-strength iron supplement brand. The primary target audiences were OB/GYNs and primary care physicians. The budget was limited. Our objective was to develop a concept that emphasized the science behind the product. I focused on simplifying the complex science to the product level — rebuilding red blood cells. I selected a couple of royalty-free images of red blood cells, then used Photoshop to manipulate the images and create depth.