With nonstop marketing and promotion hitting us like a baseball nearly every minute, graphic designers are always looking for new and creative ways to enhance their visual message. However, what if the approach utilized something old like negative space in a new and unique way? Creative negative space dominates IBM’s new print ads featuring two images in one. Not only are the images inspiring, they tell a story. From cellphones displayed as footprints to a stethoscope creating the eyes and mouth of a doctor, IBM has revitalized an old design staple.