branding - solcroft case study

Delivering results:Examples of branding work

About Solcroft

CONTACT LIST

STACEY JACKSONManaging DirectorT+ 44(0)20 8347 7543E [email protected] www.solcroft.co.uk

Solcroft Ltd, 35 Highgate High StreetLondonN6 5JT

Solcroft is a brand communications consultancy experienced in developing and refreshing both private and public brands. Whether you’re investing in a whole new look or just want to adjust your messaging, we’ll get to the heart of your business to ensure that your brand hits the mark with your audience.

Our experience shows us that you need great copy as well as great design to create a strong, coherent message, so we’ll refine and define your editorial style and tone of voice in line with your visual identity, to achieve the results you need.

Brand developmentHCA Hospitals

World-class cancer care from HCA Hospitals

World-class cancer care from HCA Hospitals

Our screening and diagnostic capabilities, including a new molecular pathology laboratory, are unmatched in the private sector as a result of our continued investment in technology. The latest generation scanners reduce patient exposure to radiation and allow shorter examination time, and are available at our one-stop screening clinics for breast, prostate, cervical, bowel and lung cancer.

Our own laboratory service, HCA Laboratories, has over 35 years’ experience in providing pathology services. We offer a combination of state-of-the-art technology, fully qualified technical staff, continual quality monitoring and auditing to provide a pathology service that is unrivalled. To find out more about HCA Laboratories, visit www.hcalabs.com

Your patients will benefit from:

• Digital radiography and ultrasound

• Interventional radiology

• 1.5 T and 3.0 T MRI

• CT

• PET CT

• SPECT CT

• Bone density (Dexa)

• Isotope bone scan

• Digital mammography

• Vacuum assisted breast biopsy

• MRI guided breast biopsy

• Colonoscopy

• Virtual colonoscopy

• Endoscopy

• Gastroscopy

• Sigmoidoscopy

• Prostate mapping with MRI

• Tumour gene mutation status analysis

Diagnostic and imaging services

Our state-of-the-art imaging and diagnostic equipment ensures an outstanding imaging service to speed up diagnosis and treatment.

4

www.iseh.co.uk

Tennis elbow?

We'll get you back on track. See an elite sports physician within 48 hours for world-class diagnosis, treatment and rehabilitation.

Call our team of advisors on

020 7079 4399

in partnership with

www.iseh.co.uk

We'll get you back on track. See an elite sports physician within 48 hours for world-class diagnosis, treatment and rehabilitation.

Call our team of advisors on

020 7079 4399

back pain?

Lower

in partnership with

When you need to make a private referral, or ask for advice on the best consultant for your patient, call our urgent referral line at HCA Hospitals

Our free, time-saving advice and appointment service for GPs

Fax: +44 (0)20 7079 [email protected]

Call us on:

+44 (0)20 7079 4344

The Harley Street Clinic | The Portland Hospital | The Princess Grace Hospital

477-0613_HCA_Connect a5 Leaflet_04_AW.indd 1 13/06/2013 11:15

Result: We carefully researched all aspects of HCA Hospitals’ main brand communications to develop a consistent and high-quality presence across all their brand collateral.• Designed a strong yet flexible corporate logo and provided detailed guidelines for using it alongside the

various hospital logos.• Designed and wrote original content for a diverse portfolio of corporate marketing materials.• Created an editorial style that can flex to address each audience in the most effective way, whether

informing GPs about cutting-edge treatment developments or advising bereaved family members on their next steps.

Chaplaincy serviceProviding spiritual, pastoral and religious care across all faiths and beliefs

HCA Hospitals, 242 Marylebone Road, London NW1 6JLTelephone +44(0)20 7079 4344 | Fax: +44 (0)20 7079 [email protected] | www.hcahospitals.co.uk

415-0413HCA_Spiritual_Care_V4.indd 2-3 19/07/2013 18:02

Brand developmentThe Portland Hospital

When it comes to making children better, The Portland Hospital has the highest levelsof paediatric expertise and the most advanced technology in the UK. Discover howyour child can bene� t from the country’s leading experts in children’s health today.

Story by Stacey Jackson

Common sense tells you that, if your

child gets ill, the best person to treat

them is a leading paediatric consultant

experienced in their condition. And our

London location - just over a mile from

the A40 - means that many parents from

across Berkshire and Buckinghamshire

have found it very convenient to bring

their children to us to receive our world-

class treatments.

Our dedicated children’s unit is

home to the largest group of private

paediatricians in the UK, covering over

50 diff erent clinical specialties. They

are among the best in the world at

diagnosing and treating both common

and complex childhood conditions from

birth to age 18. Using the very latest

technologies, they treat over 40,000

children each year, ranging from routine

check-ups to extremely rare and

complex cases.

Many of our consultants hold senior

posts at leading NHS trust hospitals

such as Great Ormond Street and

St Mary’s Hospital. They’re supported

by a team of experienced children’s

health professionals, including specialist

children’s nurses and play specialists.

We don’t treat any adult patients in

our children’s unit, so your child’s

hospital experience will be completely

tailored to their needs. We fi nd that

this can relieve your child’s anxiety

about visiting hospital and help

them to make a speedy recovery.

When you’re thinking about private

healthcare for your child, safety will of

course be an important consideration.

Do bear in mind that some private

hospitals don’t off er any on-site critical

care facilities. Our children’s unit is

fully equipped with the latest medical

technology and facilities. Should

the need arise, we have a Paediatric

Intensive Care Unit, Neonatal Intensive

Care Unit and Special Care Baby Unit

staff ed by a dedicated team of critical

care experts.

You’ll be pleased to know that you won’t

need to join a queue for this exceptional

service. Our convenient and rapid

appointments give your child the care

they need at a time that suits your family

and your lifestyle, including during the

summer holidays so none of the new

school term will be missed.

Don’t wait. For same day and next day appointments, including evenings and Saturdays, call 020 7390 8203.

Rapid appointments

Fast-track your child’s healthcare

432-0113HCA Advertorial_The_Resident_Berkshire_Paediatrics_297mmx426mm_FINAL.indd 1 13/05/2013 17:04

Why we’re the UK’s number 1 private children’s hospital

* The largest group of private paediatricians in the UK

* Leading experts in common and complex childhood conditions

* Full critical care facilities

* No waiting lists

* Same day, next day, evening and Saturday appointments

* Part of HCA Hospitals, which has invested £500 million over the last ten years in the latest technologies and facilities

part of HCAHospitals | World-Class Healthcare

You don’t need medical insurance to take advantage of our world-class facilities, and our prices are very competitive. An initial consultation to assess your child’s condition and determine the best course of action only costs £250. Please quote ‘self pay 250’ when you contact us.

Or visit www.theportlandhospital.com

To find out more, call us now on

020 7390 8203

432-0113HCA Advertorial_The_Resident_Berkshire_Paediatrics_297mmx426mm_FINAL.indd 2 13/05/2013 17:04

Wishing all babies born in 2013 the joy of family, the gift of love

and the best of health.

In 2013, The Portland Hospital was very

proud to welcome around 2,000 babies

into the world and cared for over 50,000

children. As the wonder and magic of

Christmas approaches, the team at

The Portland Hospital wishes you and

your family our warmest seasonal greetings.

Internationally renowned for clinical excellence, The Portland Hospital is the only private hospital

in London entirely dedicated to women and children.

Telephone: +44 (0)20 7390 8202www.theportlandhospital.com

Result: We developed The Portland Hospital’s established brand to update their messaging for each of the three service areas - maternity, paedatrics and women’s health.• Defined the brand values across each service.• Researched, wrote and implemented a marketing communications strategy to deliver the

brand messages.• Designed and wrote all marketing communications - flexing the brand messaging for

each individual audience across a range of print and online publications.

loveLabour of

� e Portland Hospital is renowned for providing exceptional private maternity care to over 2,000 expectant couples every year, and has welcomed numerous royal and celebrity babies into the world. But the prestigious London hospital isn’t just for the famous – discover how you and your partner can both bene� t from their premium care packages to give your baby the best start in life.

Experience the highest standards in maternity care

Or visit www.theportlandhospital.comto book your tour online.

To book your tour, call us now on

020 7390 8202

The next step for most couples is to come and see our facilities for themselves. Our central London location is open for tours

on Tuesdays, Thursdays and Sundays.

When you’re making decisions on your maternity care, you want a nurturing and supportive environment in which to welcome your baby into the world. Private maternity care at The Portland Hospital gives you and your partner control over how you want to give birth, supported by the highest standards of safety, clinical excellence and comfort.

Support from bump to baby We offer two types of maternity care.

A consultant-led care package places you under the care of your chosen consultant obstetrician, who you’ll see at antenatal appointments and during delivery. A midwife-led care package means your care will be handled by a small team of expert midwives who’ll support you throughout your pregnancy and delivery.

With both types of care, you’ll develop a close relationship with your consultant or midwife team in a welcoming and relaxed environment, where your care is tailored to your personal choices. And our midwives will be on call 24 hours a day to offer you and your partner advice and reassurance whenever you need it.

You can rest assured that we are committed to the highest standards of safety. There is a range of on-site emergency facilities and a full range of pain relief options available including 24-hour consultant anaesthetist epidural services. A dedicated neonatal intensive care unit, special care baby unit and transitional care provision are all available for babies born from 30 weeks, alongside a high-dependency unit for mothers who may require a higher level of care.

part of HCAHospitals | World-Class Healthcare

Photos courtesy of Imagethirst Photography: www.imagethirst.com

The last word in comfortFollowing your baby’s birth, you’ll stay

in one of our private en-suite rooms or exclusive suites. You can stay with us for as long as you need to – your package includes one night’s stay and we can arrange for additional nights if you would like to stay longer. Your partner is always welcome to stay with you overnight, and you can both enjoy our full range of room services.

Premium care at competitive pricesYou don’t need private medical insurance,

and our prices are more affordable than you may think. Our midwife-led care packages start from just £6,980, and you can join the service at 12, 20 or 30 weeks of pregnancy.

* Choice of consultant-led and midwife-led care

* One-to-one midwifery care during labour

* Critical care facilities, should the need arise, including a neonatal intensive care unit, a special care baby unit, an adult high dependency unit and an emergency operating theatre

* An onsite obstetric anaesthetist available 24/7

* 24 hour on-call consultant obstetricians, paediatricians, intensivists and gynaecologists

* 3D/4D ultrasound scans

* Newly refurbished, private en-suite bedrooms with facilities for partners to stay overnight

* Pregnancy support classes and holistic therapies

517-0813HCA Portland_Advertorial_Baby_and_Me_Maternity.indd All Pages 16/08/2013 09:08

Brand developmentInstitute for Government

Julian McCrae, Jerrett Myers and Katrin Glatzel

A guide to action

Result: We took the Institute for Government’s existing branding and moved it to the next level, creating standout designs that brought their work to life.• Sophisticated design and engaging copy worked together to convey the precise

level of exclusivity required for a professional and social events programme.• Tight deadlines posed no problem for our creative team, whose attractive report

design presented complex and detailed information clearly, using engaging infographics to highlight key facts.

RELAXED FORMALITYwhEThER YOUR EvENT IS FORMAL OR MORE RELAXED wITh A LARgE gUEST LIST OR A SELEcT NUMBER, wE OFFER YOU ThE LOcATION, vENUE AND SERvIcE ThAT wILL MAkE IT UNFORgETTABLE.

SIX BEAUTIFULLY APPOINTED ROOMS AvAILABLE FOR INFORMAL MEETINgS, LARgE cORPORATE EvENTS AND PRIvATE PARTIES. AN UNRIvALED LOcATION IN ThE hEART OF ST JAMES’S.

Small rooms for informal meetings and presentations

Larger rooms for fine dining and evening receptions

Individual rooms for personal meetings

The Events DirectorInstitute for Government2 Carlton GardensLondonSW1Y 5AA020 7747 [email protected]

MODERN VENUE, TRADITIONAL SETTING

Where the best of modern facilities meet the elegancy of classical design in the heart of St James’s

The events team The team includes a director and designated managers covering events, IT and facilities with the expertise to make sure your event runs smoothly.

Fine diningOur in-house French chef designs a new menu each season inspired by the freshest of ingredients, and complemented with an individually selected drinks list. Sample menus are included in this brochure, and you are welcome to discuss particular courses with the Events Director.

Beautiful bouquetsLike all our suppliers, the florist we engage is local and on hand to create the most elegant of floral arrangements.

EntertainmentWe have a contact book filled with only the best comperes, after-dinner speakers, live bands and string quartets, to name just a few.

Audio-visual equipment All rooms have sound equipment, projector, wide-screen TV and Wifi connection. And, of course, the IT team can help you set up and is available throughout your event.

SIMpLE SOphISTICATIONwITh yOUR REqUIREMENTS IN MIND, OUR pROfESSIONAL EVENTS TEAM wILL DELIGhT wITh ThE pERfECT pROGRAMME Of DINING, ENTERTAINMENT AND pERSONAL SERVICE.

Ramsay Health Care UK Cosmetic Surgery Advertising Guidelines

9

Issue date: 00.00.00 Review date: 00.00.00

Surgical claims All surgery carries some risk, so never describe it as ‘safe’ or easy’.

Breast-enhancing Don’t � Exaggerate claims about the achievable results of breast-enhancing

procedures. � Use the terms ‘safe’ and ‘easy’. � Use images or copy that solely target young girls who might have a negative

body image or lack confidence.

Weight control Don’t � Present being underweight as a desirable achievement. � Target anyone under 18, or for whom weight reduction could be potentially

harmful. � Claim that people can lose precise amounts of weight within a stated period

or that weight or fat can be lost from specific parts of the body.

Do � Have evidence that the treatment achieves weight reduction through loss of

body fat alone, not in conjunction with a diet.

Laser eye surgery Don’t � State or imply that LASIK is permanent, or is a ‘cure’, as some patients will

still require glasses or contact lenses after treatment or later on, as a result of ageing.

Do � Say the procedure ‘corrects sight’.

Lasers: general Don’t � Claim that coloured tattoos will be completely eliminated in all circumstances:

the results will vary depending on a number of factors.

Ramsay Health Care UK Cosmetic Surgery Advertising Guidelines

4

Issue date: 00.00.00 Review date: 00.00.00

Top tips when planning your campaign Use plain English, and avoid medical jargon in case it is misleading. Make your point in a clear and concise fashion that’s appropriate for your target audience.

Have evidence for everything you claim. If you’re not sure about something, don’t include it. This includes illustrations of the effect or action of a product or treatment. ‘Before’ and ‘after’ images must be accurate and substantiated.

Promote in a controlled environment. Children and young people under 18 should not be able to see cosmetic surgery promotions. Make sure you know who your audience will be.

Invite comments. Send the draft copy and images to others as necessary and ask for comments. If comments contradict research or evidence, ensure the respondent is aware of this and do not include.

Check your copy and concept against the Committee of Advertising Practice (CAP) codes. If you need advice on marketing copy, contact the CAP Copy Advice team on 020 7492 2210 between 9am and 6pm, Monday to Friday. You can also fax 020 7404 3404 or email [email protected]

Ask for an ‘advertisement feature’ message to be displayed on the page of an advertorial. You are responsible for any advertorial in which you control the content, not the publisher.

Trust your gut instinct. If you have a feeling somebody out there might be upset or offended by what you’ve said, you’re probably right. Don’t take the chance.

Be prepared for an ASA investigation. If the ASA receives a complaint about a claim we have made, they will ask for evidence. They also make random checks to substantiate claims. Be prepared for this by collecting any evidence you may need before launching your promotion.

Cosmetic surgery advertising guidelines Version 1 Review date:

Brand developmentEditorial guidelines

Style guide Ramsay Health Care UK

Issue date: Review date: Page 19 of 33

How to refer to people with illnesses, and words and phrases not to use Always use sensitivity when referring to people with illnesses, particularly relating to mental health or disability. For example, don’t use the term ‘cases’ when you actually mean ‘people’.

Slang terminology for conditions, such as ‘mad cow disease’, shouldn’t be used. Similarly, terms which label patients such as ‘sick person’, ‘the sick’, ‘the ill’, ‘diseased’ or ‘disease carrier’ must also be avoided. Be specific about their condition and refer to them as, for example, ‘people with diabetes’.

Mental health Be careful not to use outdated or potentially derogatory terms, such as mental handicap, mentally ill, madness, backward, retarded, victim of, suffering from, afflicted by, slow. Defining people by their illness, for example ‘a schizophrenic’ or ‘a depressive’, can cause offence. Ramsay’s preferred terminology is:

� a person with mental health problems � people with learning difficulties � mental illness.

Don’t use ‘schizohrenic’ to mean ‘two minds’ or a ‘split personality’ – these uses are incorrect.

Disability When discussing disability, always use positive language. Outdated terms can stereotype,

Avoid: Use: � afflicted by

� sufferer

� suffering from

� victim of

� struck down by

� handicapped

� invalid

� spastic

� cripple

� special need(s).

� people living with…

� people with…

� person with...

� disabled person

� person with an impairment

� specific need(s)

� individual need(s).

Result: Our editorial guides address all aspects of your business communications in precise detail, allowing your staff across all locations to present your message in a consistent and appropriate way.• Tone of voice and editorial style is clearly defined to provide a blueprint for

consistent use across your organisation.• Grammatical and style issues explained to ensure correct usage throughout.• Bespoke guidelines produced to cover terminology and phrasing that is specific to

your organisation or sector. • Clear and specific examples that relate to your business ensure that staff at all

levels can implement and apply our guidelines with ease.

Style guide Ramsay Health Care UK

Issue date: Review date: Page 7 of 33

Ramsay-specific How to refer to the company The company at group, or international, level should be referred to as ‘Ramsay Health Care’ upon first mention. At national level this becomes ‘Ramsay Health Care UK’, ‘Ramsay Health Care Indonesia’ and so on. You can then refer simply to ‘Ramsay’ for subsequent mentions within the same article. For example:

‘Ramsay Health Care UK is one of the leading providers of independent hospital services in England. Recognised by all major medical insurers, Ramsay offers fast, convenient, effective and high-quality treatment for all patients.’

Use the term ‘company’ rather than ‘organisation’ or ‘business’.

How to refer to the hospitals The group of hospitals owned by the company should be referred to as ‘Ramsay hospitals’. For example: ‘All Ramsay hospitals are registered and undergo regular inspections by the Care Quality Commission.’

When referring to one particular hospital, use the full name upon first mention, for example ‘Tees Valley Treatment Centre’ or ‘Pinehill Hospital’. After this just use ‘the treatment centre’ or ‘the hospital’. For example: ‘Staff at Pinehill Hospital have raised £1,000 for a local charity this month. All patients and visitors at the hospital were invited to buy tickets for a raffle.’

How to refer to conditions Bear in mind how much your audience knows about medical terminology or jargon. You don’t want to define every condition if they’re familiar with your topic, but you also don’t want them to be confused.

It’s better to use the term ‘condition’ than ‘disease’, ‘sickness’ or ‘illness’. Avoid terms that may depersonalise, label, stereotype or stigmatise, such as: ‘afflicted by’, ‘sufferer’, ‘suffering from’. Better alternatives are: ‘people living with’, ‘people with’, and ‘person with’.

Note the difference between an ‘incurable condition’, which can’t be cured but where symptoms can be controlled or life prolonged with treatment, and a ‘terminal condition’, which has failed to respond to treatments and will be fatal.

How to refer to treatments Use the term ‘treatments’ for procedures which treat a condition, such as hernia surgery. Use the term ‘services’ for procedures which provide information, such as ultrasound.

You can also use the term ‘services’ when talking about a group of treatments, for example: ‘Pinehill Hospital offers a range of specialist services in urogynaecology.’

Ramsay Editorial Guide Version 1 Review date:

Brand guidelinesEast Sussex County Council

Result: Solcroft’s Design Manager delivered a complete overhaul of the ESCC brand guidelines - last updated in the 1980s - to meet the needs of a modern-day county council.• Updated the branding, including the logo design, across all media.• Art-directed all creative work to tight timescales. • Created full and comprehensive brand guidelines. • Delivered all elements within a tightly controlled budget.

East Sussex County Council Brand Guidelines November 2008

The logo can appear in blue, or white out of a solid colour or picture.

The logo can also reproduce in black if it cannot be used in colour, for example in a newspaper ad, or if black suits the design style (for example the poster on page 2.18).

Clear space The logo needs an area of clear space around it in order to maximise its impact. No other design elements such as other logos, text or headlines can appear within this space. The width of the clear space is equal to the thickness of the top wave.

Minimum size To ensure that the logo is always legible it must not appear smaller than 25mm wide in any application.

The logo must always be reproduced from approved master artwork files. Scanned or photocopied versions of logos should never be used.

To obtain the correct logo files contact a member of the Graphic Design Audio Visual (GDAV) unit – see contacts on page 6.1.

ESCC staff downloads can be obtained from under ‘Communications’ on the intranet.

If you would like to use the Martlett Crest, please request in writing to Mary Clarke, Democratic Services.

2.1 The logotype

Don’t place the logo on a complicated photographic background. The Council name must always be clearly legible.

2.2 Using the logo

Don’t use the black logo on a coloured background. It can only be used when the colour or white logos cannot be used.X

Don’t use the colour logo on a dark background.

Don’t position the web address underneath the logo. See pages 3.1, 3.6 and 3.9 for details of where to position the web address.

eastsussex.gov.uk

Don’t use the old logo. All applications should use one of the logos on the opposite page. X

Don’t use the logo in a single colour blue.

X

Don’t alter the position or size of elements within the logo.

The brand story Design elements Literature Internal communications Other applications Contacts

Clear space

ESSC_logo_black.eps

ESSC_logo_white.eps

ESSC_logo_CMYK.eps ESSC_logo_2 spot.eps

Minimum size 25mm

X

XX

X

East Sussex County Council Literature Guidelines November 2008

East Sussex County CouncilBrand Guidelines

East Sussex County CouncilCounty HallSt Anne’s CrescentLewes BN7 1UEPhone: 01273 481000Fax: 01273 481261

www.eastsussex.gov.uk

Version 1- November 2008 East Sussex County Council Brand Guidelines November 2008

The logo can appear in blue, or white out of a solid colour or picture.

The logo can also reproduce in black if it cannot be used in colour, for example in a newspaper ad, or if black suits the design style (for example the poster on page 2.18).

Clear space The logo needs an area of clear space around it in order to maximise its impact. No other design elements such as other logos, text or headlines can appear within this space. The width of the clear space is equal to the thickness of the top wave.

Minimum size To ensure that the logo is always legible it must not appear smaller than 25mm wide in any application.

The logo must always be reproduced from approved master artwork files. Scanned or photocopied versions of logos should never be used.

To obtain the correct logo files contact a member of the Graphic Design Audio Visual (GDAV) unit – see contacts on page 6.1.

ESCC staff downloads can be obtained from under ‘Communications’ on the intranet.

If you would like to use the Martlett Crest, please request in writing to Mary Clarke, Democratic Services.

2.1 The logotype

Don’t place the logo on a complicated photographic background. The Council name must always be clearly legible.

2.2 Using the logo

Don’t use the black logo on a coloured background. It can only be used when the colour or white logos cannot be used.X

Don’t use the colour logo on a dark background.

Don’t position the web address underneath the logo. See pages 3.1, 3.6 and 3.9 for details of where to position the web address.

eastsussex.gov.uk

Don’t use the old logo. All applications should use one of the logos on the opposite page. X

Don’t use the logo in a single colour blue.

X

Don’t alter the position or size of elements within the logo.


Clear space

ESSC_logo_black.eps

ESSC_logo_white.eps

ESSC_logo_CMYK.eps ESSC_logo_2 spot.eps

Minimum size 25mm

X

XX

X


Community

Pantone 490 C26 M85 Y85 K80 R91 G43 B47Web 5B2B2F

Pantone 139 C7 M53 Y100 K25 R176 G111 B0Web B06F00

Pantone 116 C0 M14 Y100 K0 R254 G203 B0Web FECB00

Corporate

Pantone 299 C86 M8 Y0 K0 R0 G161 B222Web 00A1DE

Pantone 5405 C68 M35 Y17 K49 R68 G105 B125Web 44697D

Pantone 382 C34 M0 Y100 K0 R190 G214 B0Web BED600

Pantone 2955 C100 M60 Y10 K53 R0 G60 B105Web 003C69

Children & Families

Pantone 471 C5 M76 Y100 K23 R178 G84 B26Web B2541A

Pantone 1615 C11 M74 Y100 K50 R134 G67 B30Web 86431E

Pantone Orange 021 C0 M71 Y100 K0 R255 G88 B0Web FF5800

Adult Social Care

Pantone 527 C77 M99 Y0 K0 R114 G46 B165Web 722EA5

Pantone 2627 C81 M100 Y6 K35 R66 G20 B95Web 42145F

Pantone 2726C81 M76 Y0 K0 R76 G92 B197Web 4C5CC5

2.5 Colour palette

In addition to the four corporate colours there are new colour palettes for each of the main areas of council services. Each palette consists of three complementary colours which can be used as solid colours, tints or transparent shades.

All literature within a service area should use one or more of the colours in their palette for all applications.

Discretion should be used by the designer to determine how prominently the colour should be featured.

The colours reflect our services and the way people use them, rather than the structure of our internal departments. Our website is laid out in this style too. This means that there is some flexibility in the colours departments can use.

The corporate colours can be used across all service areas, especially applications which do not fall inside any particular area or cross several areas. However, the corporate palette should never be mixed with any of the other palettes.

Each swatch shows the Pantone colour, the CMYK and RGB breakdowns and the web colour.

2.6

Business

Pantone 539 C100 M65 Y22 K83 R0 G42 B66Web 002A42

Pantone 320 C100 M0 Y30 K2 R0 G154 B166Web 009AA6

Pantone 5405 C68 M35 Y17 K49 R68 G105 B125Web 44697D


Roads & Transport


Pantone 5535 C79 M34 Y62 K83 R32 G55 B49 Web 203731

Pantone 362 C80 M0 Y100 K2 R63 G156 B53 Web 3F9C35

Environment


Pantone 3995 C23 M25 Y100 K70 R105 G93 B21Web 695D15

Pantone 382 C34 M0 Y100 K0 R190 G214 B0Web BED600

Libraries

Pantone 234 C18 M100 Y4 K18 R161 G0 B107Web A1006B

Pantone 242 C33 M100 Y9 K45 R119 G32 B89 Web 772059

Pantone 213 C0 M92 Y18 K0 R226 G23 B118 Web E21776

If you are not clear which colour scheme applies to your service, please contact the GDAV unit or your departmental comms manager. See page 6.1.

For ESCC staff go to ‘Communications’ on the intranet.


3.3 A4 brochure cover examples

3.4

PMS 299PMS 2955

PMS 299PMS 2955

Children’s storytelling sessions at Peacehaven Library For children aged 8-11. Every third Saturday during term time from 9.45am to 10.45am

eastsussex.gov.uk

Protecting ourcoastlineHow East Sussex County Councilis conserving our coastline

eastsussex.gov.uk

Buy with confidence

eastsussex.gov.uk

Examples of A4 brochures using transparent white waves, solid waves in the Libraries palette and the Business palette.

Publications should be redesigned and rebranded only when they need reprinting so that the process is as cost effective as possible.


Facts and figures

eastsussex.gov.uk

Key information about East Sussex and its residents

Approved Trader Directory 2006/7Second Edition

Brand guidelinesThe Actuarial Profession

Result: Solcroft’s Design Manager completely redesigned this brand for The Actuarial Profession to bring it up to date, making the content appear relevant and attractive to a younger, more dynamic audience.• Developed a new logo, colour palette and visual style that resonated with the new target audience.• Produced clear and detailed brand guidelines across all media to present a consistent and

professional appearance.

Some of our clients

Aquapac

Bedfordshire County Council

Brighton and Hove County Council

British Association for Adoption and Fostering

Cable Europe

Consumer Focus

Creative Brighton

Eastern Region Public Health Observatory

Environment Agency

Eurocities

European Public Services Union

Everywoman

Federation of Small Businesses

Financial Reporting Council

Flipside Group

Gabriel Resources

HCA International

Health Education England

Higher Education Better Regulation Group

IFG Enterprises

Imperial College NHS Healthcare Trust

Institute for Government

Kensington and Chelsea NHS Trust

Leadership Foundation for Higher Education

Lucid Design

Murray Media

National Foundation for Educational Research

National Obesity Observatory

Partnership for Urban South Hampshire

Ramsay Health Care UK

Solon Management Consulting

South East Public Health Observatory

The Association of the European Rail Industry

The Medical Research Council

The Portland Hospital

UK Higher Education International Unit

United Nations International Telecommunications Union

Universities UK

VSO

West London Mental Health Trust

“ The website is fantastic, very user-friendly with some very interesting information. It has a really good feel to it.” Ali Webster,Head Of Staff Development,West London Mental Health Trust

“ Solcroft has a naturally intuitive feel for communications – they are creative, driven, focused and really good at looking at the wider picture, analysing the brief and planning campaign objectives.”Russell Amerasekera, Chairman, The Rocket Science Group (former Communications Director,Thomson Holidays

“ All of our texts are written by authors whose first language is not English. Solcroft edit these and make them much better – without removing the authors’ writing style. Their response time is always very quick and they meet all deadlines. I would highly recommend working with them.”Margret Steinle, Communications and Marketing,Solon Management Consulting

“ Solcroft’s strengths are in making complicated and jargon-filled text accessible to our audiences, working quickly and efficiently to our tight schedules, and in managing the work in such a way that I do not need to worry about it at all. They are also extremely professional and flexible.” Helen Crawley,Publications Manager,National Foundation for Educational Research

“ Solcroft has great writers and editors, but they also understand how words work on the page and how design can be used to make them work harder for you.”David Cameron,Head of Creative Communications,The Environment Agency

“ Working with Solcroft ensures that processes are smooth and seamless. They have the ability to account for every eventuality.”Dawn Steele,Website Manager,British Association for Adoption & Fostering

“ The final product made the project look clear, simple and straightforward (which it most certainly wasn’t, given the multitude of non-native English-speaking contributors on an already heady technical and economic subject area). I personally have no hesitation in recommending Solcroft, and look forward to our next project together. And one last thing: I didn’t have to devote project management time to explaining what was needed. They got to work and produced what was needed with an uncommonly small amount of management time!”Gregg Svingen, Director of Communications,Cable Europe

What our clients say about Solcroft

Thank you for your interest in Solcroft.

Solcroft Ltd.Creating dynamic and intelligent communications for UK and European clients.

STACEY JACKSONManaging DirectorT+ 44(0)20 8347 7543E [email protected] W www.solcroft.co.uk

Solcroft Ltd, 35 Highgate High StreetLondonN6 5JT

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