Creating a Highly Recognisable Feature

As part of TILT’s retainer for creative works for NTUC Club, U Sports, our works revolve mainly around their U Games collaterals. From designing the master creative to their below-the-line collaterals, we constantly seek to value-add to our client. In the very first month of our work with them, we had proposed to them that since the U Games has been around for a period of time, there is a need to create a highly recognisable feature which can be here to stay.

With that, we proposed to them to create a series of sports pictograms, each to depict the individual competition that falls under the umbrella of U Games. Each sport pictograms have a distinctive, contemporary graphic style that is intended to make them a highly recognisable feature from this year on.

The series of pictograms.

The pictograms were definitely well-received and have since been turned into iconic give-aways (eg. A4 clear folders) such that awareness is raised.

Below is the design of the folder.

Dig in and Research

TILT has been involved in the pharmaceutical industry for a while now. We recall the days where we had went to Mount Elizabeth to conduct photoshoots. The days where we came up with the collaterals for Parkway College seemed just like yesterday as well. Healthway Medical and her subsideries followed suit subsequently. This paved the way for us to design a series of branding advertisements for Rottapharm | Madaus this year.

Below is a testimonial from our client as well as the artwork which has been created.

“Great job! I really like it that TILT digs into research & open up points as part of your design process.”

Tracy Ho
Marketing Executive
ROTTAPHARM | MADAUS

Save the Environment

As a responsible company, TILT is assisting to play a small part in safeguarding the world we live in. We have been advising our clients, who are environmental friendly, to use printers who are FSC certified if their budget allows for print production. TILT has a long standing relationship with our printer-partners and coincidentally, they are all FSC certified.

So why should anyone use printers who are FSC certified? Just like using recycled paper, using FSC certified paper helps to protect our environment. The cost is approximately 50-100% more expensive than normal paper. The percentage is dependent on the quantity printed. If clients choose certified printers, we can then include the FSC logo on the artwork.

So what is FSC?
Forest Stewardship Council (FSC) is a certification system that provides internationally recognized standard-setting, trademark assurance and accreditation services to companies, organizations, and communities interested in responsible forestry.

The FSC label provides a credible link between responsible production and consumption of forest products, enabling consumers and businesses to make purchasing decisions that benefit people and the environment as well as providing ongoing business value.

Trying to do the right thing and buying responsibly produced products can be confusing. The FSC label makes it easy to make the right choice when buying timber and paper products as well as other forest products. Here is why choosing FSC makes a difference:

Only FSC
• prohibits conversion of natural forests or other habitat around the world
• prohibits the use of highly hazardous pesticides around the world
• prohibits the cultivation of genetically modified trees (GMOs)
• respects the right of indigenous peoples around the world
• controls each certified operation at least once a year – and if they are found not to comply, the certificate is withdrawn

As such, if the opportunity arises with budget allowances, let’s all try to do our bit to save the environment.

A big THANK YOU

TILT was tasked to come up with 2 creative buy advertisements, leading up to a half page advertisement in SPH’s Lifestyle Fashion Season Supplement. With a crazy timeline, Singapore Workforce Development Agency came to TILT as they had full confidence in our ability to deliver.

After receiving the brief on 15 April, the design and concept for the the 2 strategic creative buys were made by 16 April afternoon. With the full corporation of the client, we managed to complete the final artwork by the evening. What was up next was even more challenging. Over the weekend, photoshoot was arranged with 3 personnel on 19 April. During the photoshoot (which we were given only 1 hour to do make-up and to conduct the photoshoot), we had to complete the interview with them as well. Once the photoshoot was done, the designers in office were on standby mode to work on the editting of the photographs and preparation of artwork. Working hand-in-hand with our copywriter, the design draft was ready by 3pm.

All sign-offs were coordinated, logos were obtained and changes were made by 20 April. With the ad submitted on time (after WDA had requested for a slight extension), we received this note of encouragement from our client today.

Would like to say a big THANK YOU to you and your team for staying with us on the recent retail advertorial.
The advertorial won’t have been possible without you guys. It was a mad mad rush and we went through it all to see it come to fruition. The advertorial was on print on yesterday’s ST Life pg C13.
Thanks for everything sincerely!

Cindy Lee (Ms)
Senior Manager
Singapore Workforce Development Agency
Corporate & Marketing Communications Division

This certainly is a good way to let us enjoy our weekend!

To view the photographs taken for the advertisement, click here.

Turnaround in less than 2 days!

Singapore Workforce Development Agency (WDA) had a big booth at Suntec City for the Career and Education Fair from 5 – 7 March 2010. The purpose of the the booth was to promote WSQ training to encourage people to upskill and upgrade as part of Budget 2010’s initiatives.

As part of our term contract for copywriting and design for WDA, TILT was tasked to design the series of 11 posters. This project was time critical. Not only did we turn around the job for WDA in less than 2 days, from conceptualising to amendments and to final artwork, we did so while concurrently running other time critical projects which we had on our plate. What resulted were late nights for the folks at TILT and WDA.

Our value add in addition, to the late nights, were that we liaised with WDA’s printers to ensure that this stress is off-loaded from WDA so that they can concentrate on more important stuff for the event. In fact, we were informed that despite the fact that WDA had 2 term contractors, they chose to use TILT as they believe that we will stop at nothing to ensure that delivery and quality is not compromise!

Fab job lots of praises about it… Just wanted to say thanks!

Ms Charlotte Wong
Manager, Corporate & Marketing Communications Division
Singapore Workforce Development Agency

To view the full range of posters designer, click here.

Be the Change!

‘The only constant in the world is change.’

As much as the abovestatement is true, the below statement is equally true.

‘People are resistent to change.’

So why is the vast majority of people resistent to change? There can be a variety of reasons. It can be due to the individual being in his / her comfort zone and see no need to change. Afterall, why disrupt and change something that is working perfectly well for you?

In recent times, companies tend to embrace change better. Especially with the increase in design knowledge, it can be seen that there is an increase in the number of companies who embrace change. One good example is how there is an increasing number of companies going through re-branding exercise.

With this positive towards change, in one of our recent projects with the Prime Minister’s Office (PMO), Public Service Division (PSD), TILT is assisting PSD, through the conducting of photoshoot that produces photographs of high visual impact and designing of the posters, to promote PS21 officers who had embraced change and ambassadors of change. They lead by example and create the difference to their colleagues, their organisation and in some instances, to Singapore.

They have all played their part. Will you? Be the Change!

Design Matters: Let the Brochure Cover out!

Previously on this blog, we discussed on getting results following 3 simple steps to brochure design. Now we look a bit more at the cover.

What should we take note of when doing up the cover:

1) Logo Placement
This should be placed in a prominent location. The worst thing to happen is when people are attracted to the brochure, picked it up, took a quick read, put it back (or throw it away) and could not remember which company this brochure is from after just 5 minutes. The logo do not have to be big if it is put in a location where it does not have to compete with attention from other design elements.

2) Product Display
If product images are decided to be placed on the cover, it should be sparingly used. We leave the catalogue kind of placement to the content pages rather than make it look like a flyer with 101 products on the cover. Of course, certain kind of industries do use this to good effect but as a rule of thumb, one to three product images are the best we would recommend.

3) Tagline/Motto
Do you remember taglines like ‘Good food at great prices’ or will you remember ‘Fingers lickin’ good’? I will assume that the latter will be the more commonly remembered amongst us. Fingers lickin’ good works so much much at conjuring an image than ‘Good food at great prices’, isn’t that right?

Simple and easy remembered taglines are used in corporate branding to ensure that the identity ’sticks’ with the audience. Just think about Nike ‘Just do it’ tagline which they have used for decades and it is easily one of the most recognisable tagline. Even Macdonald’s simple ‘I’m Loving It’ is working real fine and people remembers it because it is short and sweet. People can use it in their everyday language and straight away, it conjuries the brand in the mind. A good tagline is therefore, imperative as it helps to reinforce the brand and ensures consistency in all the marketing collaterals.

4) Colours
The guideline is largely based on the corporate colours which have to be fine-tuned to suit the brochure intention. Colourful or pastel colours works in various ways to emphasise the product or provide that professional look. Both might work. Broadly speaking, there are a fixed set of rules to adhere most of us will follow. Luminous or bright colours should be carefully chosen and sparingly used. Other than this, the rest of the colours are up for grabs.

5) Images
Most clients would like abstract images to be used. Example would be closed-up shots of just coloured items or blurred objects.

We feel that this should only be used for background. You might feel it looks nice but it stops there. There is nothing else the image portrays. It does not lead you to remember the product nor the brand. After going through the brochure, the result of it is most likely to be one of you remembering that there is a nice abstract picture used which you cannot remember what it means. The meaning is lost. So background is the place for these type of imagery.

Typically, we will recommend images more relevant or direct if it is to be used on the foreground. It is not all the time that we manage to find a powerful image that fulfills the brochure requirements so most of the time, each of the above design elements have to work together to provide the intended look.

Conclusion
Though we have mentioned the above, that does not mean that we follow strictly by it as it really depends on the requirements and the intended audience. Wed do break the guidelines when the need arises. The important matter is for the brochure to serve its purpose well. We do not claim perfect brochure designs but we do follow a certain thought process before coming up with a design. The brochure cover has to look complete and be cohesive with the remaining parts of the brochure.

So the next time you look at a brochure, take more notice of the reason of being there for all the cover elements.

Previously on this blog
Brochure design results with just 3 simple steps

Design Matters: Brochure design results with just 3 simple steps

When TILT receives a project asking for {en:brochure|brochure} design, one of the favourite question that clients like to ask is – “How much is it going to cost me?”

We would like to respond with, “as much as you can” but that might seemed unethical and it makes people think we are not professional. So we have not used this answer till now, at least not yet. Probably our clients understand that you-get-what-you-pay but sometimes, negotiation is a trait and skill that we all like to employ from time to time.

And of course, effort vs cost is a tricky combination to balance. After all, we pride ourselves on providing value that clients grows to appreciate after completing the first project. It is evident as recurrent sales account for about 80% of our revenue.

What we would like to focus on, however, is whether the design of the brochure will suit our client’s purpose, appeal to their {en:target audience|target audience} and make the sale.

Let me just list down 3 main key points below:

1. Let the Brochure Cover Out – Something has to SHOUT out here. But what is it? Something that sells! An attractive or interesting photo, a clever {en:tagline|tagline} or loud tagline. Basically, the cover have to provide the draw for people to walk over and then pick up a copy of it. Sometimes though, a simple relevant image or logo will do the job, it all depends on the job scope really. It’s purpose is to attract.
2. Amplify the Key Points – Cut the unnecessary information and text if possible as these just distracts the reader. Just provide the selling points and exists to maintain the reading interest. It is supposed to evoke emotions.
3. Get the Sale – Once you have gotten this far, this is the last chance before the reader decides to throw it away, chuck the brochure aside, keep it for reference, or contact you for the sale. Put in the sales clincher statement or an easy-to-do action like ask for quotation or request for a discussion. This is an action-trigger.

Just 3 simple tips to remember for now. The design is to get the bite and leave a good memorable aftertaste. It is as important, if not more so, than the text copy.

For more detailed tips that expand on the above 3 points, do keep a look out for our upcoming articles.
Let the Brochure Cover Out!

Make your business look better!

It’s here. TILT is excited about the Acrobat 9 Launch! Now, you can communicate the way you’ve always wanted to, in a design which you had wanted to best portray your company.

Simply join the Acrobat 9 Launch and discover why Adobe® Acrobat® 9 is the smarter way to work. Happening on 15 July 2008, Tuesday at Grand Ballroom, Level 3, Grand Hyatt Singapore from 9.30am to 1.00pm, you will be shown how to:

Share information from different sources without confusing your audience

Make a multimedia presentation without multimedia skills

Apply document security features that can provide more protection than pain

Create forms that actually deliver on the promise of making things easier

Click on the link to register for Adobe Acrobat 9 launch.