To roll out the Specsavers' CREATE program, I was asked to develop branding around an existing logo and produce various collateral for the events. The branding had to be vibrant and dynamic to engage the delegates who were working in store. It also had to be printable at a low budget.

Templates

Workbook, handout and powerpoint templates had to be made to assist people across the team in quickly developing CREATE resources. Each template had pre-designed headers, layouts and modules that content writers could use to drop in their own images and copy. The templates were ever evolving throughout CREATE's pilots as new layouts were made and added to the library.

Brand Flexibility

The CREATE brand had to be flexible to suit multiple contexts. Across the pilot and official launch of the events, my responsibilities came to include the production of many print and digital resources. As more collateral was made, I had to think about how to adapt the branding to suit those contexts while still maintaining consistency.

Illustrations

Illustrations became an integral part of the brand. The CREATE illustrations are simple with minimal detail and have a small but vibrant colour palette. The style of the CREATE characters are based on the circular motif of the brand’s geometric font. Illustrations were used across the collateral to illustrate scenarios and support written content.

Brand Guide

To ensure the design ethos of the CREATE brand is carried through, I developed a brand guide that could be used by other people in my department or handed over to external companies if any work had to be outsourced. A copy of the brand guide can be viewed here.