Personality, experience and history with a hint at Shaughnessy's sales message are this brochure cover's ingredients. The story of their divisions and specific experiences unfolds across eight pages – part of a successful sales presentation: "the cover has been singled out for praise by the sales staff" for its usefulness, wrote Steve Shaughnessy.

Aerosol pharmaceutical manufacturer, Exemplar Pharmaceuticals, thought it would be most effective to differentiate itself in the drug industry by visually expressing its expertise: so the "X" (the first sound in "exemplar" [the company was first known as Xemplar]) has become an inhaler with a suspended particle above it.

There was a disconnect between customers' expectations and the truth about this 130-year-old company's capabilities. Many newer companies had surpassed them. So, Worcester's visual presentation was designed to tell their iconic history making commercial gears and racks.

A new large-scale filling capability at Xemplar (now Exemplar) Pharmaceuticals presented us with lots and lots of the same aerosol bottles. So we drew two bottles, colored them with the company's palette; and repeated in various color combinations. As well as their sales literature, Xemplar's trade show booth has also been draped in these bottles.