Each in a series of 4 postcards focuses on a fundamental question typical to hospital signage systems: why are they usually so bad? Headlines were photographed in a visual context appropriate for each question. Copy, by Mark Denton, concisely describes fd2s' integrated service and technology solution and send the recipient to a product microsite.

Photographs, by David Omer, were shot on location in a vacant, institutional-feeling building – a local college that was about to be torn down.

This card addresses the economics of the revenue lost by high-dollar staff spending time giving directions to lost patients and visitors.

A final mailer speaks to the challenges faced by the silo-style organizational structure found in many healthcare facilities – and offers help in the form of fd2s' organizational consulting and software.