Alzheimer’s Research UK; Drug Discovery Alliance

Key thought:

‘All the building blocks are here. Let’s assemble a strong case.’

This was very much a case of taking the source material, interrogating it from an outsider’s point of view, then editing, reordering, and fine-tuning it, so that nothing got in the way of a very strong story. While working to bring clarity, I also sought to build momentum, so when the reader reaches the final spread (and the feature ask), the weight of their decision is already leaning towards a ‘yes’.