CLASH: Case Study

The Client

CLASH, Commuity Leicester Arthritis Self Help, are a local branch of Arthritis Care. They work towards providing information about, and access to the best possible services and support for people with arthritis in Leicestershire and Leicester.

The Job

We were initially approached by a local organisation called Pro-Help who bring together local businesses and charities to help each other. CLASH were looking for some help with their marketing and branding. They already had a logo and website however wanted to refresh these to appeal to a younger audience. Majority of people believe Arthritis only affects elderly people, however 2 out of 3 suffers are under the age of 65. CLASH wanted to quash this common myth, and publicise to their local younger sufferers that they may be able to help. CLASH were already receiving the help of local marketeer, John Day, and needed a graphic design and creative team to help with their logo and website.

The Logo Design

We initially reviewed their existing marketing material and provided some suggestions on what could be done to improve their overall appearance. It was initially discussed that, due to a good presence already in Leicester that the existing logo should just be refreshed and made more appealing, however on working with this our advice was the logo was too harsh and unappealing to both a younger and older audience. As such, we provided a few new concepts. The colours of the logo had to appeal to all genders and ages, and had to work well alongside the Arthritis Care logo which is used on all marketing materials. After some initial sketches, colour swatches and tweaks, a final logo and colour palette was agreed ready to roll out into leaflets and the website.

Rolling Out The New Branding

Once the logo had been approved, we were then asked the roll the new branding out into their promotional leaflets and websites. CLASH already had an existing leaflet which were printed and designed in house. On reviewing this leaflet, we advised the use of imagery and colour may brighten the appearance, and an attention grabber on the front would make the leaflet more appealing to pick up to a younger generation. If a leaflet makes you stop and think, the reader will be more likely to read more rather than walk past.

The website was already kept well up to date and tidy. We made a few simple tweaks to make it easier for the reader, and changed the colours and layout to match the layout. The main change we did was to ensure the logo appeared at the top of every page. Their existing site did not have their logo on the home page, and only intermittently on other pages which we advised could add confusion to readers. Our advice is to always make sure your readers know what site they are on, and how they should contact you. By adding an email address or contact number at the very top of the website makes sure your audience do not have to go searching for your contact details and means they may be more likely to call.

We have also since created posters, based on the leaflet design, to be put up in local hospitals and doctors surgeries, as well as business cards for people to pick up as a quick reference for the future. Take a look at the photos of the project below.

What The Client Had To Say

“This support has helped to market the group with a new identity and in a most professional manner in a short period of time.

Please would you kindly pass on thanks, on behalf of the group, to your team for their creative input and personal support that has also made this development possible.

The feedback from members has been excellent. We included a brochure in with the membership renewal forms. We have received a similar positive feedback for all the work you have completed for CLASH.

Your timely agreement to help CLASH in the context of our development could not have been better if it has been planned.”

Chris Thomas, CLASH

If you would like to contact CLASH or find out more information about what they do, please visit www.clashgroup.org.uk