Black Swan Theory
Client: Sysmex, Germany
Agency: Hopp und Frenz Content House, Germany
Sysmex is an international producer and provider of innovative laboratory technology. I created an illustration for their corporate magazine "Xtra", dealing with the topic of the black swan theory: it is a metaphor that describes an event that comes as a surprise, has a major effect, and is often inappropriately rationalized after the fact with the benefit of hindsight. The term is based on an ancient saying that presumed black swans did not exist – a saying that became reinterpreted to teach a different lesson after they were discovered in Australia.