INSIGHT

New Website - Caister Lifeboat

Wed, 06 Oct 2021 12:04:55 GMT

Caister Lifeboat has been saving lives at sea since 1791. Completely independent, they depend entirely on public donations to help provide safety and rescue services to the countless vessels, crews and beach visitors to this area of the East Coast of England.

We are proud to support this vital charity - developing a new website to provide details of their latest rescues - or "shouts" as they are known - and most importantly to encourage donations.

Client: Caister Volunteer Lifeboat Service

Design, build & management: Brand Skillings

"The look of our website ... was a great improvement on what we had"

“We would like to thank you for the original design that you created for Caister Lifeboat. The look of our website with Brand Skillings was a great improvement on what we had."

Caister Volunteer Lifeboat Service

Wixams - L&Q Estates

Thu, 30 Sep 2021 15:55:28 GMT

The brief from L&Q Estates was for a high-end brochure, with exemplary production values, that told the story of the Wixams development - taking an industrial site that had seen better days and transforming it into an aspirational new village community. The resulting 32pp brochure features a wealth of newly commissioned photography by Julian Calverley, together with historical research, copywriting, design and creative direction from Brand Skillings.

Commissioned by: Ian Hardwick, Managing Director

Client: L&Q Estates

Design & management: Brand Skillings

Photography: Julian Calverley

Art direction: Nick Brand

Print: Colt Press

Cover: matt laminate, gloss UV for 'Wixams' & matt gold foil blocking for the L&Q logo.

"It's a cracking job and illustrates exactly what we can do."

“Have just received the Wixams case study brochure and it exceeds my hopes and expectations. It is a cracking job and illustrates exactly what we can do. Thanks for your input and can you pass my thanks onto Julian Calverley as well."

.”

Ian Hardwick, MD, L&Q Estates

Wall Mural - University of Greenwich

Wed, 29 Sep 2021 13:53:05 GMT

The brief from the University of Greenwich was to produce a wall mural depicting teaching and multi-purpose disciplines in nursing and care. At 22.3m long and 2.4m high, the artwork was installed on the new clinical ward wall in the clinical skills and simulation space at the David Fussey Building at Avery Hill Campus - University of Greenwich.

Commissioned by: Charles Everard and Lee Jagodzinski

Client: University of Greeenwich

Design & management: Brand Skillings

Artist: Jen Lewis

Print & install: Colorset

"The whole process was enjoyable and you made it effortless for us"

“It is an awesome installation and we could not be happier. I was blown away when I saw it earlier this week.

The whole process was enjoyable and you made it effortless for us, so again, thank you and your team.”

Lee Jagodzinski, Academic Lead for Simulation.

“Looks very impressive! Once again thank you for the smooth delivery and look forward to working with you again!”

Charles Everard, Clinical Skills/Technical Learning Resources Manager

THE POWER OF A TARGETED APPROACH

charles@brandskillings.com (Charles Skillings) — Mon, 06 Jul 2020 15:17:42 GMT

How e-newsletters can help get you restarted after lockdown

Long gone are the days when clients would rely on press advertising to get their message across. Sure, social media and advertising may have a part to play in a comms strategy, but if you need to tell your customers that you are open for business and provide an incentive for them to visit you (in person or online) then a properly designed, carefully written e-newsletter, that links to appropriate content on your website, should get the job done. Just l ike THIS one .

E-newsletters deliver direct to customers' "digital doorsteps" - and because they will have subscribed to your business, they will be happy to receive it. Effectiveness can be accurately measured, with modern analytics letting you know whether they opened it and what action they took.

One of the typical objections to e-newsletters we hear is along the lines of "...they are just spam, I always just ignore and delete them". But if your customers have gone to the trouble to read your website or brochure, decide that they like what they see and sign-up to receive more information from you... then you can be sure that your own e-newsletter will be welcomed.

Post-lockdown, we also need to emphasise the risk of simply assuming that customers know that you are open. They do not. So make it easy and just tell them in a warm and friendly way via an e-newsletter. Make them feel like a valued customer... perhaps with an added incentive to visit your website or in person. That could be a discount, but we prefer offers that add value - like the bread and olives that arrive on your table but not on your bill.

All you need to do is provide us with a list of your e-mail subscribers. After a brief chat about the brief we will then design an e-newsletter template for you to consider (we'll use your images or source library shots and write all the copy). We will also help you to add any articles to your website that you want to the e-newsletter to link to - and that's vital to generate traffic to your website.

With a design approved, we then build the HTML file - the file that is actually sent to customers. We send you a test send to approve, then upload your database and decide the best day of the week & time of day for your customers to receive it.

After 24 hours we provide a breakdown of the analytics - which can also be accessed in real-time - which highlights who (specifically by email address) opened the e-newsletter, which links proved most popular and what actions were taken.

Finally, now is not the time to stay quiet - your customers want to hear from you and we're here to help make that happen.

If having read this article you would like to talk through the implications and benefits of an e-newsletter for your business, then please get in touch - you can call Brand Skillings on 01908 610768 or use the contact form HERE.

SO WHEN IS IT TIME TO REBRAND?

Thu, 28 May 2020 15:39:52 GMT

ten questions to help you decide

Most people have heard of the term, but what does rebranding really mean - and when is the right time to make a start?

Here is a fairly typical "textbook" definition:

Rebranding is a marketing strategy in which a new name, symbol or design is created for an established company with the intention of developing a new, differentiated identity in the minds of customers, stakeholders and competitors. This involves radical changes to a brand's logo, name, image, marketing strategy and advertising.

Breaking this down, rebranding should be viewed as a strategic move - it is a fundamental change which will impact what we refer to as the "look and feel" of the entire company. The intention of any rebrand is to create a new and different identity - so we are not taking about just smartening up a tired brand, but something much more radical... so radical in fact that anyone encountering the brand will think and feel differently.

Turning now to when a rebrand should be considered, Brand Skillings have used the following questions to help crystallise our client's thinking:

1. Has there been a change in the competitive landscape?

2. Has your customer profile changed?

3. Are you pigeonholed as something that you (and your customers) have outgrown?

4. Does your brand tell the wrong (or outdated) story?

5. Have your customer’s needs, or the way they define them, changed?

6. Is your brand associated with something that is no longer meaningful?

7. Is your brand out of step with the current needs and desires of your customers?

8. Is your current brand in line with the your business objectives?

9. Is the goal of this rebrand a stepping stone (evolutionary) or a milestone (revolutionary)

10. Will this solution work in 5 or 10 years from now based on what you can anticipate?

If your answers to these questions are positive, even not entirely so, then it may be time to consider how a rebrand could help your business.

It is also important to state that a rebrand immediately signals that something important has changed - so the introduction/launch must be measured, controlled and coordinated.

If having read this article you would like to talk through the implications and benefits of a rebrand for your business, then please get in touch - you can call Brand Skillings on 01908 610768 or use the contact form HERE .

Q&A: HOW BRAND SKILLINGS WORKS

Tue, 26 May 2020 13:03:26 GMT

what is it like working with us?

We prioritise transparency in our business approach - so we have included answers to some of the questions we are most often asked by new clients. If you have any other questions then please get in touch.

Q: Is there a charge for an initial meeting?

A: There's no charge for an initial meeting - it's our opportunity to find out as much as we can about your business and future objectives, so charging makes no sense to us!

Q: Who will attend the meeting from Brand Skillings?

A: Wherever possible both Nick and Charles will come along for that first conversation - but it depends totally on our diaries. We usually give you a brief history of Brand Skillings, the experience we have and then listen carefully to the issues you face as a business.

Q: How much advice can I expect during that first meeting?

A: We will explain in outline what may work work - drawing on our proven experience in key sectors. What motivates us most is the difference we can make to a business - so invariably we are thinking ahead to the initial proposal.

Q: What's the process if I like what I hear?

A: Once we've seen copies of all your current marketing materials (both online & printed) and discussed your future objectives, we'll then come back with a fully costed proposal for you to consider.

Q: How long will it take to develop new branding options?

A: If you've commissioned new branding then you can expect to see initial options within ten working days. Nick and his design team usually develop at least six to eight logo options - these are then whittled down before a final decision is made, usually involving a second round of refinement.

Q: What about new websites, brochures and other marketing collateral - how long will they take?

A: Websites, depending on their complexity, can usually be built in 6 to 8 weeks from approval of the designs - but faster if required! We focus on providing a quick turnaround on printed items, working to your deadlines.

Q: Who will I deal with whilst the projects are underway?

A: Depending on the scale of the projects you will deal directly with Nick or Charles - and occasionally both of us. We think it's vital that you have regular contact and updates from the partners as we progress.

Q: Can you source print and other items?

A: We've built a network of suppliers who we trust to do a great job. This includes printers (both litho & digital) who produce high quality print at reasonable prices, promotional items, signage, POS display, exhibition stands, even laser engraved wooden boxes.... if you need it then we can source it for you. We make a small charge to manage these projects for you, checking proofs and ensuring prompt delivery.

Q: What about photography?

A: We spend quite a bit of time researching and sourcing distinctive "stock" photography from the best online photo libraries. When a bespoke photoshoot is required we can find locations, recommend very talented photographers and ensure that the job is properly organised from start to finish.

Q: How much should I budget for?

A: As a small company we always keep costs sensible, transparent and in-line with your budgets. We usually price projects individually, whilst for a number of clients we have arranged discounted monthly retainers, allowing them to spread costs over an agreed contract period.

TYPOGRAPHY IS ALIVE & WELL ON THE WEB

Tue, 26 May 2020 13:03:25 GMT

Nick Brand explains how recent technological changes have enabled a return to true typographic values

"The long lost era of being limited to 'web safe' fonts is at last dead and buried. Many designers, me included, despised being limited to poor quality, badly cut and sloppy fonts. There was a time, not actually that long ago, when the fonts that could be safely used on any website were very limited - but thankfully we no longer have to rely on the likes of Arial, Times, Georgia, & Verdana in our creative.

The evolution of the web browser has helped us to consider broader combinations of fonts, with the only real limitation being our imaginations. The establishment of free Google Web Fonts and other font providers means that we can pretty much use (license permitting) any fonts we desire. And without wishing to bore, the technology behind this is really clever - essentially “serving” the font to whichever device you are using to view the website.

This is another positive step in bringing the world of digital design and printed design closer together, with many typographic principles coming into play in web based creations. And as I am always banging on about - helping to build the consistency vital for successful brands.

As a result designers all over the world have been pushing the boundaries to create stunning websites. Here are some of our current favourites, including our own work for Jack Brunsdon & Son.”

www.pentreath-hall.com/inspiration

www.claridges.co.uk

www.jackbrunsdon.co.uk

www.turnbullandasser.com

KEEP THE SPACE

Tue, 26 May 2020 13:03:22 GMT

Nick Brand discusses the how the use of space is transforming web design.

You can’t help but notice that the overall look of many new websites is now more minimalistic. This design trend is reaching all corners of the internet, often characterised by impressive imagery, larger typography, long scrolling web pages and plenty of space.

So what is driving this shift in style?

With more people using smartphones and tablets, ensuring that a website looks good on smaller screens is no longer an option - it’s essential! Thankfully this also means that the pressure to fill every space with yet another message is diminishing - put plenty of “air” around your headline and the hierarchy of your page changes, ensuring visitors read the most prominent type on the page first.

And whilst we will talk about the power of decent photography another day, a recent study stated that people can process and retain visual images in as little as 13 milliseconds, meaning that a quick hook is all it takes.

Technical advancements have also enabled the forgotten art of 'letter-spacing' to reappear - allowing us to focus on getting your message across beautifully, without the noise of “fancy” graphics. The result is very much like a window display for a high-end fashion retailer.

The overt use of space in web design also sets high expectations for visitors, very often denoting premium brands - here are some of our current favourites, including our recent site for Diverse Marine.