“We need a stand for the World Travel Market Exhibition”
CHR Travel contacted us mid August 2014 requiring the design & print of an exhibition stand for the World Travel Market taking place that November. For us, we like to meet a client so the fact that they were right on our doorstep, based in Takeley near Stansted Airport, Essex, meant that we could arrange a quick visit to say “hi” and discuss the requirements in detail.
BUDGET IS KEY
CHR Travel had recently undergone a rebrand so costs for this project were key. When exhibiting at any exhibition, it can be a costly exercise. You have the stand package to consider, graphics, print, staffing, promotional giveaways and of course travel expenses too. And sometimes overnight accommodation.
Having reviewed the plan of the stand that CHR Travel had signed up to, we recommended the print of 5 x shell clad graphics, which would mount the shell system. This was the most cost effective way for the team and when costs were approved, we cracked on to design stage. We even travelled to London on Sunday 2nd November to install the graphics giving them peace of mind knowing that when they arrived on Monday morning everything was perfect with their stand.
BRANDING IS EXTREMELY IMPORTANT
We kept the design of the brand on a par with other marketing material for brand consistency purposes. When designing for exhibition stands, we consider a number of factors. Graphics, message and call to action. Whilst you have a large area, you actually have to keep the messaging short and to the point. People walk pass your stand and you have limited time to entice them into your area.
You also have to be mindful that people come into your space from all different directions, so no matter which way they turn, we wanted them to see the CHR Travel brand.
HOW ABOUT SOME SHOPPER BAGS?
When we present ideas to a client, we like to go above and beyond. Which is why, on this occasion, we also recommended some shopper bags for CHR Travel to give away on the day. What better sight than to see visitors walking around with a CHR Travel bag full of goodies.
We were extremely pleased when they were given the green light. And here they are.
HOW DO YOU HELP A COMPANY WITH NO NAME OR BRAND?
You discuss and we listen.
At a briefing meeting, it’s really important for a creative agency to discuss ideas and to listen to what the client wants and needs. Yes you may challenge them, after all that’s what we creative people do, but top on the agenda is to fact find.
We meet with the client, grew to know their personalities, their aims and goals, and listened to their aspirations and their wants in terms of where they want to take their business. We understood their industry ( having worked with other clients in the same sector ), but wanted to gain more information such as their target audience, what made them different and more. Vital information required to create the perfect brand identity.
It’s all in a name.
First project – company name. We wanted a name that meant something. A name that would suit their business, their market and their individual personalities. So, sat around the boardroom table with endless cups of teas and maybe a take away too, the creative team thrashed out some ideas. Carena Care ( beloved ), Totus Care ( entire ), Tirion Care ( kind, gentle ), Decorus Care ( beautiful, graceful ), Care Dedico ( to dedicate ) were amongst the initial ideas, all with perfect Latin meanings for a new care organisation. But Accedo won hands down ( Latin meaning to approach ).
After all the bad press surrounding care homes – the aim for the company was to approach care differently. It just felt right.
Logos, colours & fonts
Bright and bold colours were in fashion at the time, so in the normal Sowerby way, we wanted to do something different. Soft, pastel, complimentary colours were the route for us. In terms of the logo design, the client wanted to incorporate hearts. So in a subtle way, we built this into the logo design alongside a key concept to represent people with a feeling of residential, care, safe and secure. How anyone should feel within their home.
Adding personality to a brand
It was really important for us to add personality to this brand. What do you see in care homes? Pictures of people being cared for. Not the route we wanted to take for Accedo. You see illustrations of happiness, encouragement, care, homes and futures. Coupled with good use of typography and meaningful images ( Accedo is ) and caricatures of staff, the outside world can gain a really good feel for the organisation and the people working within it.
Taking things digital
A website designed and built fit for purpose. A WordPress content management system ( CMS ) to update on a regular basis with news articles, updates on services and much more.
Taking the brand further – design & print
It’s important to carry the brand through for all marketing material. Here are some examples of the marketing materials designed & produced by the Sowerby team.
- Policy booklet
- Flyers – various types
- Email signatures
- Email signature