The RACGP Quality Improvement & Continuing Professional Development (QI&CPD) program brochure needed to appeal to a wide audience, and to stay relevant over the three-year period. Ross used illustration to create a foundation story, which could be cropped and manipulated to create a different look for each application. The concept was repurposed for other projects, including the QI&CPD website, and this flexibility created efficiencies including reduced lead-time and significant budget savings. The overall branding enhanced the image of the program and elevated the brand. 

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