Alder Hey Children’s Hospital cares for over 330,000 children, young people and their families every year.
As one of Europe’s biggest and busiest children’s hospitals, it treats everything from common illnesses to highly complex and specialist conditions.
Why Alder Hey matters to us?
Alder Hey is an incredible organisation that does amazing things for children and their families across the UK. It is focused on the future through its innovation and pioneering research but is anchored by its unwavering commitment to giving children the very best care, and sets out to make them feel happy, safe and confident as they play, learn and grow.
Iceland Foods is a British retailer with over 900 stores across the UK and 40 owned or franchises stores in Europe.
Why Iceland matters to us?
Iceland is committed to being a truly responsible business and has placed sustainability at the heart of its strategy. We are proud to support them in communicating their ambition and significant progress they are making as they champion sustainability across the retail sector.
Bethell Group is one of the UK’s leading privately-owned integrated construction and utility services companies. We were commissioned to review and develop a new brand identity for the organisation as it embarked on an ambitious expansion plan.
A collaborative creative development process, involving workshops with Bethell’s senior leadership, enabled us to identify the core requirements for a new brand that would support the future business.
We then developed a range of creative options for a new core mark and wider visual language that would not only represent the organisation effectively but critically work across a diverse range of touchpoints for an organisation that has employees across offices, in transit and on site across the country.
The final solution provides clarity on the new Bethell proposition, clearly defining its portfolio across two service areas (civils and utilities), with a visual language that provides flexibility for the utilities service to deliver targeted communications to its specific market.
Why it matters
Bethell are moving into an ambitious period of growth and recognised that a clear and strong brand identity was crucial to their aspirations as the organisation expands into new areas – providing a strong foundation to engage new clients and attract new employees.
Organisations like Bethell are critical to the flow of our society, putting in place the roads, networks and infrastructure that we need to live, work and play.
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.
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.
Starting a conversation
Undiagnosed hypertension is a serious problem in Cheshire and Merseyside, but many patients aren’t engaging with their own potential risks. To support pharmacies and health trainers in providing blood pressure checks in the community, we created a new digital tool to help start conversations about blood pressure and wellbeing with the public.
The Happy Hearts web app aids health professionals, by offering a 2-3 minute intervention that leads to a blood pressure check. It was carefully structured in a way that encourages patients to talk about themselves, their life and interests, before allowing the professional to illustrate how the health of their heart plays a crucial role in their life. This will hopefully increase their propensity to take a blood pressure check.
The project was based on a qualitative study which looked at how to motivate people to make healthy lifestyle changes. This work identified effective ways to use conversation to motivate behaviour changes around risk factors, self-care and medication adherence.
This provided us with clear insight that the brand and tool must deliver against. This allowed us to create early concepts around a brand name, identity, look and feel; and a user journey to structure the tool in a way that would support both the patient and health professional.
The tool was developed and tested in collaboration with pharmacies, health trainers and patient representatives to define the best format, content structure and tone of voice. This ensured that we were able to develop the tool in a live and dynamic way, incorporating audience feedback throughout.
On launch, the tool was rolled out alongside a training package for professionals to drive their confidence and propensity to use the tool.
Following launch we have then gone on to deliver a wide range of targeted social media campaigns using a blend of static and animated content (see below) to engage multiple audiences across the region.
Why it matters
Undiagnosed hypertension is a serious problem in Cheshire and Merseyside, but many patients aren’t engaging with their own potential risks. Tools to spark conversations between the public and health professionals are vital to encourage people to take control of their own health on such issues.
The collaborative approach we took to co-create the brand and tool with patient representatives and health professionals was critical to the success of the project.
Impact
3.4 million reach from social ads
Since launch Happy Hearts has now become the brand for a range of related campaigns and has been utilised for practical tools in health settings, a detailed CVD website and multiple social media campaigns.
Shaping a vibrant future
Alpha is a long-standing housing association that has dedicated its life to housing and providing sensitive services for older people. It has more than 860 apartments in 11 local authorities across the North of England.
Against a backdrop of over 50 years of heritage, the organisation wanted to establish a fresh, new identity that would support its future strategic direction and ambitions. We were commissioned to work with Alpha and develop the identity, working closely with the senior management team, employees and residents from the outset.
Through an initial process of creative development, we explored a number of different themes for the identity to embrace, ranging from growth and vitality, through to care and happiness. This allowed us to identify the zones that truly aligned with the future direction of the business and start to consider how they could be brought to life across a core mark, positioning line and visual language.
A number of collaborative working sessions with the various Alpha stakeholders were then used to gauge feedback on the emerging creative proposals and identify key refinements that would ensure the identity resonated with residents and employees alike.
The final solution is built on the brand platform ‘shaped around you’, which reflects how Alpha provides its residents the opportunity to tailor their home, social and community life to their own preferences and live in an independent way. This is supported by a visual device that is comprised of triangles, which form the letter ‘A’ and use a range of vibrant colours, indicative of the diversity of opportunities on offer and the positive outlook that Alpha provides.
Why it matters
Alpha plays a crucial role in the lives of many communities across the North of the country through providing high quality housing and services to older people which provide a platform for their residents to live happy and independent lives.
Close collaboration with Alpha’s senior team and resident representatives gave us the perfect blend of strategic and customer insight to develop an identity that supports the organisation’s future ambition.
Empowering young people
We designed and built the Be More portal, on behalf of the Liverpool City Region Combined Authority, to provide a central platform for young people to search, explore and learn about apprenticeship opportunities in the Liverpool City Region.
This included the development of the name, visual identity in addition to the planning and development of the portal. It was built in consultation with current and prospective apprentices at every stage.
As part of this evolution we have also developed an online service to enable young people to create their own prospectus documents for courses available at different schools/colleges across the region.
The portal was designed to provide a clear, direct and intuitive platform for young people to search for local vacancies, explore real-life stories and access useful guides on apprenticeships. It was the first of its kind in the country, setting the standard for other regions to follow. Throughout the development of the site our ideas and proposals were tested robustly by a sample of young people to ensure the platform would deliver the maximum value.
Since launch in 2019 we have continued to work with LCRCA in developing and expanding Be More to reflect the changing needs of the market and regional strategic priorities around youth education and employment.
Why it matters
It is vital for our economy to generate more and higher value jobs, and ensure that we have a workforce with the right skills to fill these roles. Apprenticeships are a key part of this.
Platforms such as Be More in bringing together vital information into one place, making it easy for young people to take control of their future and the opportunities available to them.
Be More was established to provide an overarching identity and platform for the complex apprenticeship offer across LCR. The platform is highly adaptable and is now used flexibly by a range of organisations who each have a role to play in the apprenticeship offer and interface with a broad mix of stakeholders from job seekers and families through to colleges, businesses and partners.
Impact
150,000 + vacancy searches since launch
The Be More site has been identified as an example of best practice across the country and has set the path for others to follow.
An identity for a bright future
The core brief was to develop a visual identity (plus name and strapline) that could be used to communicate the future vision and the associated plan for the Trust to its many staff, stakeholders, and patients and their families.
An illustrative concept was created that embraced the warmth and passion of the Trust; with a clear focus on the inspiration for the whole organisation, the children. The concept is based around an illustrated ‘world’ with many individual elements that can be used flexibly across multiple channels.
The logo is a sunshine that provides a simple yet effective symbol of the bright future that the Trust is working towards.
The identity has now been embraced as the primary campaign brand across the entire organisation and we have been involved in its application across every internal and external communications channel available in addition to integrated campaigns, including:
Strategy documents / animations / physical environments throughout the hospital / presentations / emails / infographics / lanyards / events / digital screens
We have also worked with Alder Hey on multiple other campaigns and projects, ranging from commercial partnerships and conferences through to service brands and Covid-19 communications.
Why it matters
Alder Hey is one of the leading children’s hospitals in the UK – not only in terms of patient care but the innovation and leadership in the health economy it shows on a regional, national and international scale. The organisation is positively affecting lives every day.
The identity is used to lead the future vision of a leading city region institution – Alder Hey. It is high profile and a fundamental component of the organisation’s future plans which have a wider impact on our city region.
A brand for a new era of careers
The core brief was to develop, implement and launch a brand for a revolutionary new careers service within the University of Liverpool within just 10 weeks.
A graphic concept, based on a hexagon, was developed to represent the multi-faceted nature of careers opportunities available to students, along with a nod to the hard-working and industrious nature of bees and honeycomb structures.
The hexagon was used to carry the core logo, which was required to work alongside the corporate University of Liverpool logo;
and it was also used to develop a broader visual language to communicate the various themes of the service and its proposition to students.
The visual identity was applied extensively across multiple channels, including:
The physical environment of the new careers service
Multiple animations
Over 30 printed publications and guides
PowerPoint presentations
Emails
Social media graphics / infographics.
Why it matters
Engaging young people on their future careers is absolutely vital to encourage them to explore and identify what their future could be. The staid old model of careers advice was stagnating and didn’t represent the modern, dynamic nature of student life; so the brave and progressive ambition of UoL was critical to engage students in a different way.
We worked with a multi-disciplinary client team who were all focused on differing aspects of the service – from communications and IT to estate management and careers service leads. This required a robust approach to co-creation and engagement across a complex stakeholder set up.
Impact
Roll-out achieved within 10 weeks
The Career Studio has been identified as a trailblazing service in the sector across the country
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