A complex revitalisation of the brand's image, communication strategy and printed materials for the international e‐shop specialising in medical publications. While working on the communication strategy we have come up with the lead motif of "I + heart + logo". The idea to combine a commonly used theme with a reference to medicine proved to be a perfect solution for the client. Once we have collected and analysed the results of a focus group consisting of the international medical students we knew that our advertising campain would be a great hit.