National charity The Reader, which has spent more than 20 years bringing people together and books to life, commissioned Kaleidoscope to refresh and redefine its brand as it prepared to re-open its headquarters in Liverpool’s Calderstones Park following a £5m refurbishment.
The Reader believes that literature is a tool for helping us to survive and live well.
Radical and dynamic
The visual identity was developed to communicate the warmth and connection of the ‘reading revolution’ at the heart of The Reader’s work.
It aims to communicate all aspects of The Reader’s brand to reflect who they are today – a warm, radical and dynamic organisation that has literature and people at its heart.
The updated identity includes a refined version of The Reader’s previous organisational logo that will help the charity to attract a more age-diverse audience as it looks to scale its reading revolution. The simplified design has been chosen to work better across digital platforms.
We also created a family of sub-brands for the visitor experiences on offer at The Reader at Calderstones. These range from The Reader Storybarn, an imaginative playspace dedicated to the delights of reading for pleasure in families, to The Reader’s social enterprises, including the Café and Ice Cream Parlour, which generate revenues to support the charity’s work with communities.
The identity was developed in a pragmatic fashion, using practical working sessions with senior leaders from The Reader to define a clear brand hierarchy and strategy, ahead of developing visual approaches and brand guidelines in a timeframe of just eight weeks.
Why it matters
The Reader believes that the unique power of literature has the potential to connect individuals, help us feel better and to rebuild lost social bonds.
It brings people together and books to life in order to make warmer, healthier, stronger communities.
This was a wonderful project to be involved with an organisation that has incredible ambitions to grow its social impact and deliver lasting impact to the communities it serves and the wider health and well-being sector.
Engaging a workforce
Kaleidoscope has worked with QVC over several years to design key tools that are integral to its employee communications and engagement strategy.
QVC has a workforce spread across the globe so it’s been important to recognise the different cultures at play and the communications delivery models at local levels
Creative for a global audience
Our work has included the development of a range of reports, presentations and digital content on issues such as culture, gender pay gaps and celebratory events.
Working within the QVC brand guidelines we have worked collaboratively with the QVC team to understand their ambitions and have provided fresh, creative thinking to deliver brand communications of the highest standard that could operate across different teams, countries and continents.
Why it matters
Engaged employees lead to improved productivity and efficiency, retention of customers and reduce the turnover in staff. Most importantly, engaged employees are happier, both at work and in their lives. We believe that it is therefore vital to deliver effective and impactful internal communications across any organisation to raise engagement levels, none-more so than at QVC where over 20,000 staff work in multiple locations across the globe.
Taking time to understand the QVC brand identity has been crucial in allowing us to activate it effectively across the multiple projects and channels that we’ve delivered.
Campaigns, Design, Strategy and planning, Video and animation
We worked with Riverside to develop a campaign to lead the roll-out of its refreshed customer portal, My Riverside.
Key to the brief was a need to deliver a concept that cut through wider customer communications
Making life easier
Riverside have redeveloped their customer portal, My Riverside, and commissioned Kaleidoscope to develop a new campaign to spearhead the launch and drive customer engagement with it.
My Riverside is a digital platform that enables Riverside customers the ability to easily manage their home through reporting repairs, checking accounts and making payments online.
Our initial role was to establish a distinctive creative concept that would set My Riverside apart from wider Riverside communications.
The platform had already been launched previously but did not achieve the required engagement, so this concept had to stand out and demonstrate that the platform was something to take notice of.
The concept used customer insight which highlighted the primary perceived benefit of the platform to be speed and ease of use.
We therefore built on this and brought it to life using a blend of copy lines and abstract photography, alongside a bright and vibrant colour palette, to articulate how My Riverside was quick and easy to use, and that customers could use the time they saved to do things they really wanted to do.
This was supported by a consistent logo device which reinforced the convenience of the platform and how it could be accessed anywhere, anytime and on any device.
The campaign was launched in a targeted way across Riverside’s customers using multiple print and digital channels, with different content being delivered to a range of customers segments to reflect the differing levels of service’s available in regions and variations in customer engagement with digital tools.
Why it matters
Managing a home can be complex and time consuming, and for many of us can seem overwhelming at times. The My Riverside platform aims to help make this simpler and easier and enable its customers to get on with the things that are really important to them.
Using customer insight to inform our creative direction was vital to the effectiveness of this concept – it provided absolute clarity on what was really important to Riverside’s customers.