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TechGroup Inc. is a Spokane-based company that places healthcare professionals in temporary and
permanent positions throughout the U.S. They had a folder with inserts that they handed out to people
to introduce their services. When they ran out of
folders, they approached Edmond Bruneau of
Creative Consultants because they had lost the
photographs needed to reprint the folder. After talking with
them about their needs, Edmond pointed out that their
old folder/insert setup wasn't really meeting all their
requirements.
As with most businesses, cost was a
consideration. Edmond pointed out that they were going to have
to spend some money just to reprint the folder
anyway. TechGroup had a tremendous amount of data
that wasn't being adequately presented, so he
suggested that they think about completely redesigning the
presentation kit, so it would be more useful and
informative. With 20 years in the design and
printing industry, Edmond had some ideas on how they
could save money on their printing costs to get more
for their printing dollar.
According to Edmond, the people at TechGroup were "ecstatic" with the new look. Although
going for a complete corporate identity redesign
wasn't what they had in mind originally, the end result
is proof that sometimes it's best to just step back,
reevaluate, and start over.
BEFORE
- The old logo was dated looking. Because the"Group" half of the logo was a screen, it visually disappeared,
making it difficult to decipher the company name.
- The old folder was somewhat confusing to read because it had text running in several different directions. The inserts didn't give
a very descriptive presentation of what the company actually does and slid out of the folder because it didn't have pockets.
- The old inserts were printed in blue with diagonal headings that reverse out from a blue band. The text was set in Optima, which, although a good choice for headings, can be difficult to read for body text.
AFTER
- To save printing costs, all of the inserts were
printed together on a large sheet using a large format
press and then cut to size.
- Although TechGroup was happy with their old logo, it had sort of a `70s look to it, which didn't convey an
up-to-date image. The new logo uses what Edmond refers to as a "borrowed" typeface. In logo design he feels that a
"typeface is merely a starting point," so he started with the text and modified it in Freehand to create a unique look. For
continuity between the old and new readership, he kept the globe/graph icon from the previous logo. Placing it in the upper left
corner balances the right-aligned text of the logo.
- The layout of the inserts is similar. They were all set up using the same Quark XPress template. Each insert uses a different photo to add interest and visually support the points being made in the text below.
- The new folder is a standard size with pockets and uses a great deal of white space to convey a clean image that works well for the health care industry.
Toolbox:
Redesign by:
Edmond A. Bruneau, President,
Creative Consultants
2606 West Dell Drive, Spokane, WA
509-5326-3604
www.creativeconsultants.com
Hardware: PowerTower by Power Computing, (Mac clone) upgraded to 250MHz G3 with 256MB RAM
Software: Macromedia Freehand v. 8, Quark Xpress v. 4.04
Type: Headings: Eurostile, Body type: IDC Century Condensed
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