Following a rebrand and name change, US-owned Alere asked Parker Design to design a vehicle with which they could launch the new brand in the UK.
The brief was to create something which was more friendly and informal than a corporate brochure, but still allowed them to get across corporate and product messages. The solution lay in an innovative newsletter design.
As this was to showcase the new brand to its maximum effect, a traditional newsletter design wouldn’t have carried the desired impact.
On that basis we designed the newsletter with more of a magazine feel, treating the layout of the pages more like feature stories, than traditional articles.
Part of the new brand style encouraged the use of dramatic black and white photography, which again lent itself beautifully to the contemporary newsletter design. When complemented with the dynamic brand colour palette, it allowed us to balance lifestyle and product imagery to create attractive yet informative page layouts.
To add an extra element to the newsletter design, we shied away from the expected A4 size, instead designing the newsletter to an oversized square format, together with bespoke square envelopes for it to be sent out in.
To ensure the newsletter design appealed to all the senses we printed on a heavy uncoated cartridge paper giving it a wonderful tactile feel to the touch.
The icing on the cake was the die cut radius corner on the top right hand of the cover, echoing the shape of the new Alere logo, and embedding the new brand in the minds of the reader from the moment they held the newsletter.
The finished newsletter design was a huge hit not only with Alere, but more importantly with their customers. We went on to design a scaled down version for a different area of Alere’s business, following the same newsletter design format. The success of the newsletter design was confirmed when Alere’s European businesses took our model and replicated it as part of their brand launch across Europe.
“We find it tremendously efficient working with Parker Design.
Having direct access to their friendly team of designers means that we can maximise our marketing spend. Not only that, they excel in the creative stakes and consistently deliver a first class service that we have come to rely on, sometimes against very tight deadlines.”