The annual UAB viewbook poses a number of challenges—we get to express the old information in a new, exciting way, updating photography and design and copy to be interesting, eye-catching, and youthful without being patronizing or MTV-ish. The copy in the 2008 version represents a departure from previous viewbooks in terms of both brevity and informality, which scared us almost as much as it did our client but got good responses all around in the end.

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