We have recently completed the design and production of the new Biovault Family Welcome Pack. The 16 page document will be used to replace the old welcome pack and bring marketing materials inline with current branding, while updating the relevant technical content. Biovault Family are an umbilical cord blood and stem cell bank who have been operating since 2002.
The old welcome pack consisted of a A4 folder that was bound with a plastic spiral. The internal pages were application forms, while the brochure itself was a separate A5 booklet that was inserted into the pocket at the back of the folder.
We decided that the new folder needed to be more visually immersive and that the main focal and selling point should be the brochure itself, not the application forms. So we decided to expand the A5 brochure into a 16page brochure/folder hybrid, rather than having two separate documents. We brought the capacity pocket from the back to the front so that we could present a professional introductory letter to make an instant impact on the customer. To enable all of this we had a bespoke die cut created by the printer, as a folder of this type didn’t exist.
To appeal to the kinesthetic customer and to reflect the high quality service Biovault Family offer, we opted for a 450gsm silk cover with matt lamination, combined with 130gsm silk inner pages. Making the welcome back both durable and aesthetically pleasing. To further enhance the pack compared to it’s predecessor we moved away from plastic binding and selected to have the internal pages knocked to the top of the folder and stitched into the cover. This not only increased the sturdiness of the pack but also reduced the overall weight helping decrease postage costs.
To bring other printed materials in-line with branding we redesigned their letterheads and had them printed on a 120gsm smooth wove letterhead paper with a watermarked finish. Their business cards also needed to be brought up to date, so we re-designed them following the theme of the brochure and had them produced on a luxury 600gsm smooth white uncoated board.
Throughout the the above three printed pieces we have used a palette of soft and warming colours amongst a range of characterful illustrations to make the pack feel less clinical compared to some competitors.
Are you thinking of updating your printed marketing materials for 2017?
Here are five (there are many more!) reasons why print SHOULD still be an important part of your strategy:
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