In-house design services
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Design and print handbook
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01 Contents
01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18
Contents Creative overview Design protocol Brochure design Leaflet design Flyer and invitation design Magazine design Newsletter design Exhibition and conference design Website and e-media design Presentation design Bid design Advertising design Corporate prints and poster design Photography Print services Quotation services Added value
Further assistance is available from: Communications team Tribal Group plc Telephone 01285 886020 Annie Backhouse-Cook Corporate Design Manager Telephone 07793 080740 Tim Moat Creative Director – Geronimo Communications Telephone 0113 306 0049
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02 Creative overview
Consistency of presentation strengthens the brand. A strong brand focuses the power of our communications to our customers.
Your in-house design resource Tribal Group’s dedicated in-house creative team produces compelling marketing materials at vastly reduced prices for Tribal companies. We work with you to provide your business with brochures, leaflets, newsletters, flyers, exhibition stands, websites – and so much more. A central design resource, within Tribal Communications, means consistency of presentation throughout the company and its divisions. Strengthening the brand in this way focuses the power of our communications to our customers. It is a fundamental branding requirement to be consistent and by using the Tribal in-house team, you can be sure you are receiving the best and most appropriate designs, on time and comfortably within budget. We can also produce work for your clients, either collaboratively or directly. Annie Backhouse-Cook, Tribal Group Corporate Design Manager, controls this process and is your first point of contact. Tribal companies must follow the agreed protocol for the production of marketing materials. You will receive a service of the highest quality and a standard you would expect from one of the country’s leading agencies. And you will also be paying less than two-thirds the normal rate (£50 per hour rather than £85 per hour). Annie will be able to provide accurate quotations on a per-job basis.
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03 Design protocol
Design protocol 1. All copy to be seen by the Group communications team (Wendy Thomas or if she is unavailable, Sophia Lamb) in advance of going to design. This allows corrections and ‘house-style’ changes to be made at an early and inexpensive stage of the production process. 2. All design work to be carried out by the Tribal Communications creative team at its agreed reduced Group rates (£50 rather than £85 an hour) or by another qualified in-house designer (approved by Annie Backhouse-Cook, the Group Corporate Design Manager). 3. All marketing collateral to be signed off by Annie Backhouse-Cook before being released/launched/printed. 4. At both the proofing stage (point 1 above) and design sign-off stage (point 3 above), the Group communications team will respond and approve all materials within two working days (a same day response is usually achieved). This needs to be taken into account when companies are preparing a production schedule. 5. This protocol covers all marketing materials for the Group, and both printed and electronic matter. 6. All enquiries about this protocol to be addressed to Annie Backhouse-Cook.
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04 Brochure design
Brochures Express yourself with a stylish brochure for your company or business stream. Ideal as a leave-behind document, a sales drive and a recruitment tool, the corporate brochure acts as ambassador when you’re not around. Formats, sizes and design possibilities are limited only by your imagination (and, possibly, your budget). Brochures can be weighty and general, or targeted and to the point. Either way, they will be memorable.
A4 brochures
Product families
DL landscape publications
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04 Brochure design continued
Welsh version
English version
Spread example
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05 Leaflet design
Leaflets Information leaflets, properly designed, say as much about the company that prepared them as the details they contain. Use leaflets for specific promotions and to reinforce brand values.
A5 leaflet cover
Spread example
A5 leaflet covers in the set
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06 Flyer and invitation design
Flyers and invitations All marketing materials, even flyers, need good design to be effective. Don’t fall into the trap that something inexpensive needs to look cheap – it shouldn’t. Anything with your name on it has a job to do and we can help with copywriting if you know what it is you want to achieve, but you’re unsure how to go about it.
Matching invitation (see Brochure design) Invitation
Specialised flyer
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07 Magazine design
Magazines Magazines fly the flag for a company in a sophisticated way. Magazines use pictures that inspire, have high production values, contain a reasonable number of pages and display information in an easy to understand and logical way, using design as an art form. They also have a longer shelf life and are more of a ‘coffee table’ read than newsletters. We have teams of writers, photographers and designers that can handle the whole magazine production process right through to print and distribution. We produce IQ magazine for Tribal Group.
IQ Summer 2005
Spread examples
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07 Magazine design continued
Magazines Ldr is the five times per year magazine of the National College for School Leadership. Under our stewardship, Ldr – which is smaller than A4 – has collected awards for best use of photography, best design and best magazine in awards organised by the British Association of Communicators in Business.
Ldr magazine
Spread examples
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07 Magazine design continued
Magazines NHS Magazine and its Primary Care edition was a ten times a year publication distributed to key decision makers within the NHS. It was ABC certified with a circulation of 65,380. Both magazines scooped awards for best magazine, editorial, design and website. As well as writing and designing the magazine, we sold advertising space and controlled print and distribution.
NHS magazine
Primary Care magazine
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08 Newsletter design
Newsletters Newsletters are a tacit way of saying that you’re an expert and that you have valuable – and urgent – information to impart. With our strong editorial background, we can make sure the messages you put out in a newsletter are relevant, credible and add value to what your business has to offer. People today are unimpressed by sales talk but will pay attention to well researched, well written copy that genuinely has something to say. We produce the sector specific IQ newsletters for Tribal’s service groups.
IQ health newsletter
IQ health newsletter spread example
IQ newsletter family
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08 Newsletter design continued
Newsletters Newsline is an A3 staff newsletter for rail company GNER and Making IT Work is an A4 newsletter for NHS Connecting for Health. For these – and many of the other titles we produce for a range of clients – we design pages around powerful pictures that are either provided by the client, we commission or otherwise source.
A4 Making IT Work
A3 Newsline issue 34
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09 Exhibition and conference design
Exhibitions/conferences The right exhibition stand will draw people to you and we have designed and produced stands for events of all sizes. We also have an event management team which can handle the minutiae of complex and sophisticated exhibitions and conferences, including the look and feel of the overall theme, through to booking speakers, organising set dressing, printing tickets and designing conference guides. Tribal’s stand at the 2005 LGA Conference collected ‘Best Stand’ award.
Tribal Group exhibition stand
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end cap
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09 Exhibition and conference design continued
end cap
Exhibitions/conferences The ‘Togetherstronger’ pop-up stand for Tribal Group is an impressive and curved stand which really makes a statement. As you can see, the end panels are so designed as to wrap around the curved sides.
Tribal Group pop-up stand
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09 Exhibition and conference design continued
Conference branding We designed the look and feel for this major NHS conference, as well as all the supporting marketing collateral and stage sets. We also sent a team to the conference to produce daily conference newsletters – we collected and wrote stories during the day, designed the publication in the early evening and had the newsletters printed overnight for distribution in the conference hotel breakfast room the next morning.
Promotional items We are able to arrange branded gifts for your company. A full range of these items are available such as mugs, pens, notepads, memo blocks, leather folders etc.
Range of literature for the HR in the NHS conference 2005
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10 Website and e-media design
Website design Stylish web design is only part of the process for 21st century websites and our solution is to provide you with our ‘Edgar’ content management system. This bespoke software has been designed so that anyone, with little training, can easily update even the most sophisticated websites. As a point of principle, all our websites are fully compatible with government accessibility guidelines.
Tribal Group website Tribal company websites
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11 Presentation design
Presentation design Your first opportunity to make a big impression might be a presentation. At one end of the scale, we can provide you with Powerpoint templates that will give you the basic tools to create something yourself. At the other end of the scale, we can create something similar to a company video – complete with music, commentary and text and images that move across the screen. Ask for a copy of the one minute ‘Motion’ presentation we put together for Tribal Group. These can be fantastic scene setters/ice breakers as a prelude to a more detailed presentation.
Powerpoint slides
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12 Bid documents
Bid documents The bigger the bid the more important it is to send out all the right messages. Professionally presented bid documentation shows to your potential client that you really mean business – which could make all the difference when very similar bids are being compared. We worked with the Mercury Health bid team and came up with harmonised products ranging from bespoke ring binders, to DVDs, Powerpoint presentations, even pens. Our editorial team can also work with you to make sure content is written in an appropriate and consistent style.
Mercury Health bid document
Carillion bid document
Tribal bid document
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13 Advertising design
Advertising design We can create powerful ads with compelling messages and target them for specific audiences. We’ll also make sure that the appropriate Tribal look and feel is always employed to be consistent with the brand.
Tribal advertisements
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14 Corporate prints and poster design
Corporate prints and posters Eye-catching posters calling attention to specific messages, or corporate prints to brighten up office walls – these are great ways of subtly conveying corporate messages and brand values for internal and client use.
Corporate posters
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15 Photography
Photography We have a real passion for photography and believe that pictures have a key role to play in helping companies communicate the right messages. We have an internal stock library comprising 26,000 images and immediate access to the world’s finest commercial libraries – so we are never short of ideas. We also can commission pictures from a trusted network of freelance photographers, many of whom we have worked with for years.
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16 Print services 17 Quotations 18 Value added services
Print services Over a number of years we have established a network of different printers across the UK and we play to individual strengths when it comes to placing specific pieces of work. Also, because of our buying power, we can buy print on your behalf at extremely competitive prices.
Quotations You can pick up the phone and speak to Annie BackhouseCook who will be happy to discuss the various options open to you for your project, or you can complete the Word document which accompanies this document. (If you are reading this as a hard copy handbook, go to www.tribalgroup.co.uk/net and find the form under ‘Documents’ ‘Branding and stationery’.)
Value added services For design to be most effective, it needs collaborative working so that you, the client, get the result you want. We can offer a wide range of value added services which will strengthen your message and ultimately achieve better results. Speak to us about copywriting: we have an in-house team of professional journalists that can make your words sparkle; we have a research team that can collect evidence and analyse data to reinforce your messages; and we have dedicated PR professionals who can advise on specific or big picture thinking.
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