The Discovery Foundation Awards constitutes one of Discovery’s most important philanthropic activities. The Awards are made annually to specialists who serve rural communities – the neediest of our peoples. To celebrate the 10th bestowal of the awards, agency decided to evolve the Look & Feel. We downplayed the clinical flavour – and instead emphasized the humanity of the nominees. It is fitting that these people should be the heroes of the piece and that their contributions should be emphasized. We wanted to portray a series of epic stories; dedicated individuals reaching out to communities – and an optimistic look at the future.