NewGen Surgical Corporate Brochure Redesign GrC 462 | Senior Project | Fall 2020 Jenna Bloom
Table of Contents Background.........................................................................5 About Me......................................................................................................7 Abstract................................................................................................8 IRB Statement...............................................................................................9 Problem Statement..................................................................................10 Objectives........................................................................................11 About NewGen Surgical.........................................................................12 The Team....................................................................................................13 Timeline.............................................................................................14 Research Phase.................................................................................17 SWOT Analysis...........................................................................................19 Secondary Research.................................................................................20 Interviews..............................................................................................21 Project Execution..............................................................................23 Original Brochure.....................................................................................25 Goals for New Brochure..........................................................................26 New Headings...........................................................................................27 Colors, Fonts, and Graphics...................................................................28 Result......................................................................................31 The New Brochure....................................................................................32 Reflection...............................................................................37 Project Reflection......................................................................................39 Next Steps..................................................................................................40 References..................................................................................43
About
Background
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About Me Hi! I am a fourth year Graphic Communication major at Cal Poly, concentrating in Management, and working towards a minor in Integrated Marketing Communications. I enjoy being involved on campus, as a member of Greek life, the Cal Poly Club Tennis team, and the Cal Poly Honors Program. I plan to graduate in June of 2021. I am passionate about protecting our planet so working with a company rooted in sustainability was a great fit for my senior project.
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Abstract This project’s purpose was to update the corporate brochure of NewGen Surgical into a piece that would better reflect the innovation of the company and support their continued success. The original brochure had an outdated look, didn’t convey NewGen Surgical’s story in a compelling way, and used medical and environmental language the average person may not understand. When the project began, I analyzed if creating another brochure was the best way to go, or if making it completely digital would be better. The end result was both a printed piece and an online version. The new collateral will be used to educate investors and potential clients about NewGen Surgical, what they do, and why their work is important. This was an exciting opportunity for me to lead a creative marketing project and put the skills I have learned from my GrC classes to use. The project touched on project management, design, marketing, communication, strategic writing, printing processes, and web.
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IRB Statement This project didn’t require an IRB statement as the project is not systematic investigations. It did not collect data from Cal Poly students or employees as subjects. It did not attempt to answer research questions. Therefore, this project did not need to be reviewed by the California Polytechnic State University Institutional Review Board.
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Problem Statement NewGen Surgical’s company brochure was outdated, both in its information and overall look. My project was to redesign, update, and make this brochure compatible to be online, but first research the question “Is the correct answer even a brochure?” I researched how other medical companies are marketing themselves in today’s day and age, plus considered NewGen Surgical’s company values and goals in order to strategically revamp their marketing collateral. By managing this project, I worked with the company’s graphic designer and marketing coordinator for the best outcome. The starting point of this project was the old company brochure, but the opportunity was really to update NewGen Surgical’s marketing collateral to reflect their high level of innovation and be more effective when selling to new clients or investors.
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Project Objectives Project Management
» Create project plan, follow along with research phase, then execute » Use graphic design knowledge to take creative lead in project when working with graphic designer » Make sure project runs smoothly and on time
Communication
» Talk and collaborate with project mentor, Kim Chase, throughout process weekly via Zoom » Communicate with team of graphic designer and marketing coordinator » Speak with different employees in NewGen Surgical to get information and research for project
Delivery
» Stay on track with milestones and final project completion date » Deliver high quality graphics, well-written language, and effective overall marketing
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About NewGen Surgical
NewGen Surgical, Inc. develops and manufactures sustainably designed, plant-based medical devices and products. After years of working with nurses, O.R. staff, and physicians, CEO Robert Chase realized how much waste came out of the O.R. and set out to find a solution to this problem in 2012. By examining how medical products affect environmental and human health, NewGen Surgical works towards eliminating plastic waste while delivering clinical performance.
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The Team Kim Chase Project Mentor Kim is the Vice President of Marketing and Business Operations for NewGen Surgical and assisted in founding the company alongside her husband. Kim and I met every Tuesday on Zoom to keep the project on track while guiding me through decisions and challenges that came up, serving as a great mentor. Jenna Bloom Project Manager I managed the project as a whole, while working with a team consisting of NewGen Surgical’s marketing coordinator and graphic designer to reach the deliverable. Camilla Saufley Graphic Designer Camilla Saufley was the first employee at NewGen Surgical, with her initial project being to design their logo. Her role in this project was to contribute in designing the brochure, while using her experience with NewGen Surgical to keep the finished product on brand. Marco Estabez Marketing Coordinator Marco Estabez has been at NewGen Surgical since 2018, starting as a Marketing Intern. As the marketing coordinator for this project, Marco focused on rewriting the copy into text that was updated, concise, and easier to understand.
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Project Timeline WEEK 1
WEEK 2
WEEK 3
WEEK 4
WEEK 5
Select project topic Define goals & project scope Secondary research Interviews Milestone 1 - 20x20
Re
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WEEK 6
WEEK 7
WEEK 8
WEEK 9
WEEK 10
Reflection Milestone 2 Project showcase
x20 Re-write copy Decide collateral format Make new graphics
Prepare deliverable
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About
Research
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SWOT Analysis Stregnths NewGen Surgical is the first and only company of its kind to make sustainable medical devices, with the alternative
option only being plastic products. The world is going green, so this is their biggest strength. Weaknesses NewGen Surgical’s current staff is spread very thin
due to the lack of funding. Because of this, they often don’t have the time or luxury to dive deep into a project. Opportunities NewGen Surgical has the opportunity to update and improve their marketing collateral, making it more visually
appealing and easier to understand. Additionally, digitizing the new collateral on their website brings the opportunity for more people to view and access it. Threats Covid-19 has had a negative impact on NewGen Surgi-
cal, causing them to cut costs. Another, separate threat is that the medical industry is slow moving and bureaucratic, and has not yet caught up to the sustainability standards of some other industries. Convincing distributors to switch products has been a challenge.
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Secondary Research When starting research for this project, the main research question I had in mind was “Is the correct answer even a brochure?” The starting point was a brochure, but the project itself was open to other methods to convey the messaging. I knew from being a Graphic Communication major the importance of print, however wanted to think outside the box and explore a wide range of options to find the best one. Something that caught my attention early in the research process is the importance of storytelling. I read about the psychology of storytelling in a peer-reviewed article called “Brand-Consumer Storytelling Theory and Research: Introduction to Psychology and Marketing Special Issue”. The article mentioned that “human memory is story-based”, so telling a compelling and real story in the new brochure was a priority going forward. Another article that was influential in my project was titled “Advantages of Combining Print and Digital Advertising”, and was exactly as it sounds. It described the importance of using both print and digital methods, as this results in increased brand awareness, broader audience reach, and an amplified call to action. After this research, it was decided that having a printed piece and digital component would be the best strategy.
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Interviews Interview 1 Peter Szperski October 5, 2020
The first Zoom interview I conducted was with Peter Szperski, the VP of Engineering and Design. He has been with NewGen Surgical since 2017 and is an expert on the products. It was helpful to hear his perspective regarding the direction the brochure should take.
Interview 2 Robert Chase October 6, 2020
Robert Chase is the Founder and CEO of NewGen Surgical, so I wanted to make sure his input was taken into account before starting the brochure. In my 90 minute interview with him, he told me how and why he started this company, what he wanted to convey on the new brochure, and ideas in doing so.
Interview 3 Camilla Saufley October 22, 2020
I wanted to interview Camilla, the company’s graphic designer, to hear out her ideas before influencing her with mine. I got a sense of her history with NewGen Surgical, her design style, and changes she wanted to make going into this project before starting the execution phase.
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About
Project Execution
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Original Brochure About NewGen Surgical NewGen Surgical reimagines the many single-use disposable medical devices and products used in healthcare through a lens of Smart Sustainable Design. Our products offer hospitals and surgery centers sought after solutions for their sustainability initiatives and help meet Environmentally Preferable Purchasing (EPP) objectives.
Founded in 2012 in the San Francisco Bay Area, NewGen Surgical is a member of Practice Greenhealth’s Greening the OR® Initiative and Think Beyond Plastic Accelerator, received the California Product Stewardship Council 2018 Green Arrow award, was commended in the 2015 Circular Economy Awards of the Young Global Leaders at the World Economic Forum, and a finalist at the 2018 edie Sustainability Leaders Awards and the 2017 Sustainable Brands Innovation Open.
Smart Sustainable Design ™
Greening Heathcare with Sustainably Designed Medical Devices & Products
41 Simms Street, Suite B • San Rafael, CA 94901 855-295-4500
www.newgensurgical.com @NewGenSurgical
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Practice Greenhealth (2016), Sustainability Benchmark Report US EPA, Pollution Prevention (P2)
© 2019 NewGen Surgical, Inc
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Goals for New Brochure
1 Tell a story that flows 2 Make content easier to understand 3 Make brochure inviting to read 4 Add “call to action� 5 Make clean, elegant, and modern
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New Headings NewGen Surgical Story
Storytelling would be an important part of the brochure so we wanted to set that tone with the first paragraph people read.
Environmental and Health Impacts + Related facts
Next in the story was to tell readers about the large environmental problem that NewGen Surgical products combat.
Product Impact and Performance
We wanted to showcase the product images next to facts about them, and not only explain their environmental impact, but also their high performance in the operating room.
Measuring Environmental Impacts
This section discusses the program NewGen Surgical uses to measure participating hospital’s positive environmental impact from using their sustainable products instead of plastic ones.
Smart Sustainable Design
Smart Sustainable Design is NewGen Surgical’s trademarked philosophy on the sustainable practices used in making their products.
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Colors, Fonts, and Graphics
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For the color palette, we wanted to incorporate more bright and bold colors than the previous design’s use of teal and gray. We used a darker navy
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blue and bright green for an updated and fresh look. For the font, we used Avenir Next, an easyto-read, san-serif font. Most of the brochure uses Ultra Light to create a lighter, more airy look.
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#779daa
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Avenir Next Ultra Light Avenir Next Regular Avenir Next Italic Avenir Next Medium
NewGen Surgical Products: Needle Counter, Skin Stapler, Surgical Basins, and Tray
Cover image
Sugarcane
Earth image used throughout brochure
Smart Sustainable Design graphic
Logo
QR code to website
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Result
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The New Brochure The NewGen Surgical Story NewGen Surgical, Inc. develops and manufactures sustainably designed, plant-based medical devices and products. After years of working with nurses, O.R. staff, and physicians, we realized how much
waste came out of the O.R. and set out to find a solution to this problem in 2012. By examining how medical products affect environmental and human health, we work towards eliminating plastic waste while
For more information contact us directly at info@newgensurgical.com or contact your distributor.
delivering clinical performance.
NewGen Surgical has pledged to eliminate 500 TONS of plastic waste by 2022.
Enviornmental and Health Impacts The healthcare supply chain usually flows in one direction - from manufacturer to user to waste bin. Average sized hospitals generate nearly 12,000 tons of waste every day ¹.
Healthcare professionals recognize the connection between their mission of healing patients and the unhealthy plastic waste generated that contributes to pollution. There is no “away” when it comes to plastic.
Inside flap
www.newgensurgical.com 41 Simms Street, Suite B • San Rafael, CA 94901 855-295-4500 @NewGenSurgical
1. Practice Greenhealth 2. Harvard Kennedy School 3. Healthcare Climate Footprint, HCWH 4. Chem Trust © 2020 NewGen Surgical, Inc
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Back cover
Skin
Our Products Impact NewGen Surgical products are sourced from upcycling sugarcane waste, which is a renewable alternative to petroleum-derived products. These biodegradable products minimize the environmental impacts throughout the product’s life cycle and reduces energy used during production. Performance Our products offer the high level of performance healthcare clinicians and physicians expect, without a negative environmental impact.
69% p Reduc emiss
Surg
100% Redu emiss
Pack
100% Redu emiss
Need
95% p needl
Reduc emiss
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Sustainably Designed Medical Devices and Products
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Front cover
Skin Stapler
69% plastic reduction Reduces Scope 3 GHG emissions by over 50%
Surgical Basins
100% plant based Reduces Scope 3 GHG emissions by over 80%
Packaging Tray 100% plant-based Reduces Scope 3 GHG emissions by over 55%
Needle Counter 95% plastic reduction, needle counter box
Reduces Scope 3 GHG emissions by over 50%
Measuring environmental impact Our Small Change, Big Impact EPP™ program measures and reports climate-smart procurement metrics in environmental terms. This powerful tool offers increased transparency by keeping track and reporting how much single-use plastic waste and Scope 3 GHG emissions are reduced with the use of NewGen Surgical products. Plastics make up 85% of all medical equipment. ² One million tons of single use plastic waste is generated in the US healthcare system each year. ³ 148 chemicals that are present in plastic or used in its manufacturing have been identified as hazardous to human health and the environment. 4
Smart Sustainable Design™ The healthcare industry’s emphasis is on treating root cause by focusing on wellness and prevention for patients. NewGen Surgical is doing the same by redesigning products with renewable materials. By implementing sustainable purchasing strategies, hospitals can improve their environmental footprint by reducing their use of plastic, using plant based products that lower Scope 3 GHG for greener operations and healthier communities.
Inside spread
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Design Aspects We wanted to incorporate circles in the design to create subliminal messaging of a circular economy and the circular process of recycling and sustainability. We also used color blocking and rounded edges throughout the brochure for a modern look that also draws your eye to certain parts of the brochure.
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The Size The final brochure is a 6x6” square-shaped trifold, measuring 6x18” when unfolded. We tried 6”
out many different shapes and sizes for the brochure, but liked that a trifold had six panels over a bifold’s four, plus the square presented a new design opportunity with its unique shape.
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Reflection
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Project Reflection This senior project was an overall great learning experience for me. I used skills in design, writing, communication, and marketing, while managing a team to finish a project with clear objectives and a hard deadline. I experienced managing different personalities and working styles, while also running into some challenges that come with working remotely. The most helpful strategy that kept this project on track was the weekly check-in meetings with my mentor, Kim. The biggest challenge I ran into was communicating with the Graphic Designer, Camilla. For the chunk of project-time dedicated to design, she was out of the country and was only communicating over email. This slowed the process down and left room for ambiguity - especially as we discussed something as abstract as design. She was also resistant at times to taking direction from a college student. As a result of this, a lot of the design ended up being mine in order to meet the deadline and accomplish the vision I had in mind. Despite the challenges, Camilla was still integral to the success of this project, as was the rest of the team. As the manager, I took best part of what everyone gave me, then put my own spin on it to make it all cohesive.
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Next Steps The next step in this project is to upload the brochure on NewGen Surgical’s website. We will make the file compatible for the web and put the pages in an order which makes sense when reading the brochure, to not compromise the story being told. After this, my senior project will be officially complete. Because the brochure has updated branding, NewGen Surgical may use the it as a model for new collateral, web design, and packaging going forward. Due to the success of this project, NewGen Surgical has asked me to stay on as their intern and work on more projects as I continue the school year.
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References Szyperski, Peter. (2020, October 5). Personal Interview [Personal Interview]. Chase, Robert. (2020, October 6). Personal Interview [Personal Interview]. Saufley, Camilla. (2020, October 6). Personal Interview [Personal Interview]. Woodside, Arch. (2010). Brand-Consumer Storytelling Theory and Research: Introduction to a Psychology & Marketing Special Issue. Psychology and Marketing. 27. 531 - 540. 10.1002/mar.20342. “2020 Guide: 19 Types of Marketing Collateral You Need Now.� Foleon, www.foleon.com/topics/19-types-of-marketing-collateral-you-need-now. B&B Press. (n.d.). How Effective Are Brochures In Marketing? Retrieved October 6, 2020, from https://www.bbpress.co.uk/news/how-effective-are-brochures-in-marketing Miller, C. (2019b, October 23). 5 Tips to Improve Your Print Marketing Strategy | Consumer Focus. Consumer Focus Marketing. https://www. consumerfocusmarketing.com/5-tips-print-marketing-strategy/ Barnhart, J. (2019, November 6). Advantages of Combining Print and Digital Advertising. CMA. https://cmasolutions.com/blog/advantages-of-combining-print-and-digital-advertising/In-text citation
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14 Ways to Make Your Sales Brochures Effective. (2020, February 20). Business Know-How. https://www.businessknowhow.com/directmail/ideas/ brochures.htm Medical Device Marketing in the 21st Century: An A-Z Guide. (n.d.). ClearPivot. Retrieved October 8, 2020, from https://www.clearpivot.com/ medical-device-marketing-in-the-21st-century-an-a-z-guide
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