Welcome to the world of bright ideas… ...brought to you by Gingernut Creative, – specialists in creative design, marketing campaigns, branding and advertising. Want to visit? Call us on 0121 779 1999 or go to www.gingernut-creative.com
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What’s the big
idea?
At Gingernut Creative, we’re strong believers in ‘The Big Idea’ and the power of thinking differently. And with countless proven success stories across our client base, we’re not the only ones that believe. But what exactly are big ideas? In terms of design and marketing, they are creative concepts that elicit strong reactions from your target audience, creating lasting connections. A great idea may be very obvious, or it may take a bit of working out; it may be ‘softly softly’ to make your audience feel good; or it may work by tickling your audience’s funny bone. Most importantly though, it will bring results and be different enough to stand out in a media-saturated world. Finally, a big idea is the result of research, knowledge, planning, a good brief and a sprinkling of creative magic – combined with excellent, well-crafted design. In short, whether you’re looking to promote a service, create a marketing strategy, advertise a product, rebrand your company or design a bespoke publication, Gingernut Creative has the creativity and expertise to set you apart from your competition and peers.
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direction do you want to go?
Which
Need to plan your route? Unsure what you should be spending your marketing budget on? Need a clear direction? We can to guide you through the process – ending in a clear, adaptable strategy that will increase the effectiveness of your budget.
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Need to do your research? We utilise a variety of research methods to find out what our clients’ target audiences think – including focus groups which we can organise and lead. And you can be confident we have the experience you are looking for – we have years of experience working successfully and cost-effectively with health authorities, national organisations and corporations across the UK. Need a new direction? We work closely with our clients to make sure their brand is positioned correctly. This results in exceptional brands that are memorable and well-crafted, and guaranteed to appeal to their target market.
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Literature and promotional items As print specialists, it goes without saying that we can create whatever printed material you require. From leaflets to annual reports, to quirky direct mail and promotional items. Campaigns Drawing on our vast experience in a huge range of sectors, we promote big ideas and copywriting that will encourage a great response. What’s more, we can put systems and tools in place to measure this response and learn from it. Multimedia From viral campaigns to websites, to mobile phone applications – we work with our clients to create exciting, measurable solutions that engage and inspire their target audience. Throughout the following pages, we have a selection of case studies showcasing ideas that helped to send our clients in the right direction...
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Our Process
our clients, a structured we arrive at the result required by We understand that to ensure that task is always to identify ess provides us with this. Our first approach is needed – and our proc that we appreciate re understanding this can we ensu the needs of our client. Only by fully ed, we then move blish aspirations are. Once this is esta where they want to go and what their issues and cost/ ent into account various risk assessm through the research phase and take he-peg product. off-t an produce a tailor-made fit, rather than benefit analyses to ensure that we necessary. We really want to ever; evaluation of the campaign is Our concern does not end there how t importantly of all however, we importantly, what didn’t. And mos know what worked well and, just as to us. It is only by having this mount to our clients and hence also . want to know why. Results are para red to all of our clients, all of the time re that our very best service is offe holistic approach that we can ensu
9 1999. Call us for a chat on 0121 77 Interested in knowing more?
d’ n e k e e W t c e oj r P ‘ T A A D g Haverin
se study: Campaign ca
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The Brief: ‘Project Weekend’ was an innovative campaign by Havering Drug & Alcohol Action Team. It was created to provide information and advice about the risks of mixing cocaine and alcohol to hard-to-reach groups in their locality. Because of the nature of their target audience, they needed to use different and innovative approaches to get their message across. Havering DAAT asked Gingernut Creative to create a full campaign to be used by the Project Weekend team that would effectively reach this audience and inform them of the dangers to their health. We created an eye-catching campaign including billboards, posters, newspaper advertising and promotional cards.
Local press advert
Promotional poster
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Getting the message across: An integral part of the campaign was to distribute 4,500 informative cards, of four different types, over a ten-week period. In support of the distribution of the cards, 327 interventions were offered to drinkers. An intervention is defined as a five-minute conversation with someone about the contents of the card. An average of sixteen interventions were asked for on each night, indicating the target audience’s willingness to engage with the message of the campaign. At the end of the campaign, a survey was taken. This showed that the vast majority of respondents (97%) had seen one of the four cards, indicating the effectiveness of the outreach workers in engaging with people who regularly visit the town centre; and 93% of respondents who had seen one of the cards had also read it, with 92% showing satisfaction with the design.* In addition to this, it was reported that during the entire campaign, only three cards were found discarded on the floor – implying the target audience was reading and keeping the information given out. Promotional cards (Business card-sized)
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*
Reference: Project Weekend Evaluation Report.
‘Project Weekend’ evaluation document:
At the end of the campaign, the Project Weekend Team produced an evaluation document, to demonstrate its effectiveness and highlight its successes. At the end of any campaign, a clear summation and evaluation of the approach, successes and ‘could do betters’ is illuminating and valuable. In this case, it clearly validated the concepts chosen and showed the campaign to have been effective.
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Some
lovely logos
First impressions count A good brand speaks volumes about an organisation, and should clearly indicate the nature of the work undertaken. It is a clear, meaningful message that not only symbolises, but also drives action and consistency through a business or organisation. Correctly managed, it can also intimate a company’s best attributes to its clients, instilling a confidence in them that lasts. Whether you are looking for a new brand, a rebrand to spruce up or modernise your existing brand, or need to develop or manage new or existing sub-brands, we have the expertise and vision to bring new life to your organisation. Our design and brand management can really set you apart from the competition and put you on the road to longlasting success.
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Branding developm ent case s tudy:
Worceste rshire DA AT
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The brief:
Logo concepts:
Worcestershire Drug & Alcohol Action Team (DAAT) is a multi-agency partnership of Chief Officers or their representatives from a range of agencies in the county, tasked with addressing the misuse of drugs and alcohol, and implementing the national strategies associated with this work. Worcestershire Substance Misuse Action Team (SMAT) approached us with the task of creating a new brand that would give them a unique identity, and facilitate a change of name from SMAT to DAAT. They knew they wanted to see: branding concepts that included options with an icon representing alcohol and drugs; a brand that clarified their work to the public in an approachable way; and imagery options that were not gender – or race-specific, but still demonstrated them to be a Worcestershire-based service. The rest was up to us. We came up with a modern, positive, Worcestershire-specific brand, that included a logo, literature and a website. This has been very successful, with very positive feedback from their target audience.
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chosen logo:
Literature:
By using colourful silhouettes and line drawings of Worcestershire locations, we gave them a unique, modern, local brand.
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Smokefree Homes & Cars case study:
Somerset PCT The following pages show examples from the Somerset ‘Smokefree Homes & Cars’ campaign, and similar work produced for other clients to promote smokefree environments. They demonstrate the creative approach we offer with regard to both conceptual design and the ability to project manage a comprehensive campaign.
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It is a common misconception that the most productive way to promote a campaign is through posters and leaflets. Babies’ bib and leaf lets With every campaign that we conceive, we tailor the delivery of information specifically to the message, and using alternative media can add an extra dimension. In order to deliver the brand and campaign messages we created for Somerset PCT, we produced a range of promotional materials including the babies’ bibs, fridge magnets, mugs, umbrellas, car stickers and a children’s activity pack. Whether you use these in conjunction with, or instead of traditional media, a little creative thinking can be just what the doctor ordered to make your campaign a long-lasting success.
Using our creative and strategic expertise – we provided Somerset PCT with a highly successful campaign using materials that the target audience liked and kept.
Sticker, mug and fridge magnet
Somerset ‘‘Smokefree Homes & Cars’’ campaign included: - Mug - Bib - Leaf lets - Umbrella - Window sticker - Advert - Fridge magnet - Poster - Balloon - Activity folder including: • Activity leaf let • Colouring-in poster • Sticker Click here to get in touch!
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Activity leaf let
Umbrella
Newspaper advert
Dudley Smoke Free Homes : - Door hanger - Room thermometer - Folder - Leaf let - Poster
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Smoking Cessation case studies:
A selection of recent projects
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Increasing
referrals...
Working with NHS Central Lancashire and Pfizer, we created a campaign aimed at increasing referrals to Smoking Cessation clinics within Chorley, a historically poor-performing area. In order to do this effectively, we undertook a number of consultative meetings with both NHS Central Lancashire and Pfizer. This paved the way for a campaign which utilised the concept of ‘the road to becoming smokefree’ – encapsulated in a vibrant and eye-catching collection of visuals, deployed across a variety of marketing collateral. Themes within this campaign included the financial cost, the effect on children, erectile dysfunction and premature ageing. It’s all about results: Of the four areas covered by Central Lancashire PCT, the campaign was only deployed in Chorley. Whilst the others saw a drop in referrals, Chorley recorded a 26% increase. The three localities not included in this focused marketing campaign did not see the same rise in referrals during the same period.
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Impactful
imagery...
The brief: To encourage hospital patients to seek advice from the Stop Smoking Service during their stay. We utilised the concept of time as a motivating factor. The truth is that no-one likes being in hospital, and yet research shows that smokers are likely to spend up to two days longer in hospital, as their habit compromises the recovery process. We targeted hospital patients and those visiting them, utilising simple, eye-catching imagery and powerful messages.
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Let us be your
guide
“ Market research and stakeholder feedback revealed that people are inspired by real-life stories of others who have succeeded or who are determined to succeed. These stories are now central to the Smokefree brand, showing real people, their personal journeys, their lives and the positive results.” ( Taken from the Department of Health Smokefree Brand Guidelines) Research shows that people considering giving up smoking respond best to ‘real-life’ stories that they can identify with, and that motivate them. We work with our clients to identify these stories and, if appropriate, tie them in to events that provide effective ways of reaching difficult target groups – such as targeting Routine and Manual Workers during the 2010 World Cup. We can also design any literature or other collateral you may need ‘on-brand’ and to a high standard.
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Alcohol campaign case studies: •W okingham Borough Council, drink driving campaign
• Dudley PCT, alcohol and domestic violence campaign
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Drink driving campaign:
Wokingham Borough Council
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nce campaign: le io v c ti s e m o d Alcohol and
ry Dudley Prima Care Trust
With this campaign, Gingernut Creative were tasked with producing a concept to highlight the role of alcohol in causing and exacerbating problems within relationships. In cases involving delicate matters such as domestic violence, it is essential to use creative, sympathetic imagery and text. The concept shows a beer can ring pull in the traditional place of a wedding or engagement ring. This juxtapositioning of the items illustrates how alcohol can become almost thirdparty in the piece and replace the ring that should otherwise be binding and securing the relationship. The tagline “Is alcohol the third person in your relationship?” neatly encapsulates the concept and – in posing the question – also offers the call to action of contacting the helpline if the answer is ‘yes’.
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mind? Something similar in 0121 779 1999 Call us for a chat on
campaign: s g ru d T A A D e ir h s Warwick
g n i r e h t a G l a b o Gl lice and Warwickshire Po Alcohol Action Team d an ug ks Dr ris ire the sh on ick Warw al material ate some information cre to us h at wit ed up aim d teame n concepts were g misuse. The desig associated with dru ring festival in Ga ding the Global the en att s old ar -ye 30 17 to es on the possible e final design focus Th n. vo -A in. on -up ord Stratf on an individual’s bra ing drugs can have tak t tha es nc ue eq cons
… e r e h t t o g e w w o H Concepts that preach or berate are seldom effective. Taking a stance of ‘do this’ or ‘don’t do that’ can often engender the opposite response. This can be especially true if the target audience is comprised largely of younger people. Approaching a brief to educate people on the dangers of drug abuse needs therefore to avoid such pitfalls if it is to prove effective. The image of the cabbage was produced to provide both an easily-understood message and also to appeal to anti-establishment tendencies in the target audience. However, it wasn’t just the target audience that the cabbage image appealed to – it became so popular within Warwickshire DAAT that they gave him the name ‘Colin’ and made him the mascot for their website! Overleaf are the other concepts we presented to the client, which were not selected. They demonstrate the breadth of our thinking and the wide range of concepts we delivered in response to the brief.
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Partners: Coventry Sexual Health
C-card Scheme Through a pitch process, we won the opportunity to work with Coventry Sexual Health Partners to create a brand for their new C-card scheme. The C-card is a service offering free condoms and Chlamydia screening for 13 to 25-year olds in Coventry, using a reward card-style keyfob that is available from a number of locations in Coventry, including youth clubs and colleges. The logo and brand were developed from target audience research, including a focus group and feedback forum. The funky illustrative style and ‘condom men’ characterise the brand as a light-hearted, visually appealing brand that will get the C-card scheme noticed by young people.
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Collateral includes: shop signs and stickers, exhibition panels, promotional giveaways and business card-sized cards and leaflets, as well as the actual C-card keyfob itself.
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World Cup case study:
Safer Communities Both experience and research show that young males can be a hard demographic to reach. Therefore, we felt that the forthcoming World Cup provides an excellent vehicle to inform and persuade within the context of an event they are likely to be passionate about, in a tone of voice that appeals to them, in language that they use. Our clients agreed, leading to a wide range of World Cup campaigns being commissioned, tackling difficult issues such as alcohol, anti-social behaviour and domestic abuse. Each concept reflects the seriousness of the issues by using strong and powerful imagery that is designed make the target audience stop and take notice. Combine this with clever, un-preachy messages that speak to them on their level and you have campaign ideas that may make them more likely to reflect on their behavioural choices.
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Set of four beer mats:
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lshot case study: Testicular Cancer Mai
Targeting hard to reach audiences
The aim of our mailshots is to show off our creative thinking on relevant and often difficult issues. And what better topic than testicular cancer? Delicate in more ways than one, effectively convincing young males to check themselves for signs of testicular cancer can be effectively achieved by ‘unmasking’ the mystique of the disease and bringing it into an arena where this demographic is comfortable. The ‘Great Tackle’ concept will not only make the young male smile, but the ‘lad’s mag’ image is an audience-friendly way to get the message noticed. The images on the following pages, from our testicular cancer mailshot, carry forward this theme by utilising familiar language in the strictly typographical approaches and a cartoon character to break down any barriers to understanding. Aside from this, they’re all nice to just read and smile at – if a little cheeky!
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e s a c w o h S n o i t a c u d E Gingernut Creative have years of experience working within the education sector, and in that time we’ve learned that it is not always enough to attract students simply by citing qualities such as high academic standards and good facilities – because competitors are probably saying the same thing too. Instead, we work with our clients to identify what it is that makes them great. We look at what they offer students, parents and staff that others don’t – and how they can use their marketing output to make them stand out from the crowd, engaging with their target audience. This could be through the use of viral campaigns, a Facebook page, website and mobile phone applications – or simply a prospectus that is more vibrant or captivating than the competition. And if they, or you, really don’t know where to start, we can produce a marketing strategy for you. The following pages show examples of printed work we have produced for: • Rydens Sixth Form College This project included creating a new logo and a ‘brand’ style. We then incorporated this into their prospectus. • St Edmund Campion Catholic School The photography in this prospectus is what makes it really great. We use experienced photographers who work regularly in this field. They are brilliant at engaging pupils and staff alike to achieve stunning results. • Priory School The client was so happy with the yearbook we created for them that they ask us to do it again every year!
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: Case Study
l a i c r e m Com clients
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The continuing success that Gingernut Creative have enjoyed in the Social Marketing sphere is now being replicated in the commercial field. Moving into a different sector of business activity, with the inherent changes in the way in which client organisations are structured and operate, can be difficult to achieve successfully. The creative ability of the company and flexibility of its personnel however, has made this entirely manageable. In the final analysis, good design is good design and the company ethos of working with our clients, rather than merely for them, is entirely transferable.
Producing effective design, in the first instance, is about understanding the aspirations of the client and then producing an effective strategy for achieving those aspirations. This is something that Gingernut Creative have been conducting successfully for a number of years, and the fact therefore that this approach is producing success should be no surprise. Overleaf are two examples from our commercial portfolio. The first example is an Annual Report for the prestigious Edgbaston Priory Club; the second example is promotional literature created for Dream Driving Days.
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! n o o s k c a b Come Now that we’ve shown you round our world, we’d love you to become a part of it. Whatever the size of your current project or future campaign, please don’t hesitate to contact us to discuss your needs and how you work. Our approach is to get to know prospective clients and work hard to prove our credentials – this means that when the time comes to work together, every project can be a success. We believe in working with our clients, rather than merely for them, and whether you want lots of input, or would prefer us to take the reins, we will find the perfect relationship balance to ensure that the project progresses smoothly and efficiently. In addition, every project we undertake is given a dedicated Account Manager and Designer who, together, will ensure that the project is impeccably planned and creatively executed – and that deadlines are always met. If you would like to see more examples of our work, either by media type or by sector, please contact us. The nature of our business is that we are constantly creating new and innovative campaigns which could have synergy with your own aspirations, that aren’t in this document.
Want to visit the world of bright ideas? Contact us on 0121 779 1999 or email enquiries@gingernut-creative.com www.gingernut-creative.com Find out the latest from Gingernut HQ at www.facebook.com/gingernutcreative or follow our Tweets at twitter.com/gingernutcre8
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