JonsBones is a leading supplier of medical, human osteology in the US. They work on making the study of bones more accessible as well as more approachable due to bones historically having a more macabre association.
We wanted a clean, modern design that would represent the brand as best as possible without the cliché bone imagery. The design on the front of the business card is trabeculae or spongy bone. It is what bone looks like on the inside, a complex webbing that looks almost like a sponge.
The final is printed with a raised UV finish, making the trabeculae stand out both visually and tactile.  

You can learn more about JonsBones and their mission on their website!