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  • Festive time again – Merry Christmas 2017

    Posted on December 20, 2017

    Snowglobe image of Edinburgh skyline

    Wishing a wonderful festive break to our valued clients, staff, suppliers, contractors and friends everywhere. Enjoy your celebrations!

     

    Here is another e-card that we have just completed for Nikon. This year we looked at something very in vogue the pop up book and card, very much a la mode. As well as including the festive greeting in six languages we’ve also made a prominent mention of this being the centenary for Nikon marked by their special 100th anniversary logo.

    Illustrated pop up card book branded Nikon

    You can see more examples of e-cards that we have created for Nikon in over 10 years on this blogpost.

  • SELECT a qualified person to do the job

    Posted on November 24, 2017

    select_logo Welcome to our new client SELECT the trade association for the electrical contracting industry in Scotland as they have appointed Evolution Design® to create 3 radio commercials to support their new safety campaign. Often business opportunities arise with new legislation and that is the case in the Electrical industry which SELECT represent. On 1st December 2016 new legislation for Landlord in Scotland is legally enforceable.  The law has been  strengthened so that as well as portable electrical appliances needing tested (PAT testing) the actual electrical system itself needs to be checked with a Electrical Installation Condition Report (EICR) once every 5 years and SELECT member firms are authorised to certify Landlords properties.

    When you have a topical story to tell or a hard deadline to achieve then radio can be a great medium for you. Using local radio can deliver rapid geographic coverage at low costs and if backed up by a website can generate sales leads for you, on top of the boost in general awareness for your service or specific message.

    Bauer Radio NetworkIn this case SELECT already knew the value of radio and asked us to recommend a schedule, then script and produce the commercial, once approved by SELECT and RACC (Radio Advertising Copy Clearance) we negotiated airtime through the Bauer Media’s network of Scottish stations from big city stations Radio Clyde and Radio Forth to  Moray Firth Radio, Northsound, Radio Borders, Tay FM, and West Sound & West FM to deliver the message in a snappy 20” commercial designed to be factual with out being alarmist, ending with the line visit NeedAnElecrician.scot to encourage potential customers to make contact via their search function of member firms.  Here you can hear the commercial.

    Select website Landlords pageAs well as using social media, SELECT are also creating a leaflet and using PR to reach these audiences through existing trade press contacts and opportunities with every effort being made to drive more relevant traffic to their website with its certified member search covering all of Scotland, although it is a safety campaign it is also a lead generation campaign. SELECT’s use of commercial radio has proved to be so successful that two further campaigns have been created and broadcast across the main commercial radio stations that cover Scotland.  The latest campaign aired in September and October (2016) and reach mass audiences of potential customers for SELECT Member firms across the same national network of radio stations, all aimed at raising awareness of the work the SELECT do and gaining relevant traffic for their website with the prominent Find A Contractors search function leading to enquiries and revenue for member firms.

    Railway station poster for electrical safetyWe also ran a poster campaign across Scottish railway stations featuring an alternative to the press adverts. Using the ubiquitous 4 Sheet poster size, under the headline of “For your safety always use a SELECT electrician”.  This large visible poster appeared  at stations in Aberdeen, Ayr, Dundee, Dumfries, Kirkcaldy, Stirling, Inverness and Glasgow Central. The footfall across these main stations is very large and over the month campaign there was plenty of opportunities to view it several times, which is good as electrical safety has more than aspect. As well as consumer its also a very relevant message for businesses who really ought to use qualified professionals offering a professional and reliable service to keep businesses open 24/7.

    During October and November of 2017 we also tried a new medium of Digital Screens at both Glasgow Queen Street and Edinburgh’s Haymarket stations to broadcast our message of electrical safety to commuters .They are very eye catching due to their back lit format and with the addition of movement, quite helpful in such a busy environment. You can click the link below to see the poster ‘live’.

    Adwords_logoWe are also running a Pay Per Click (PPC) campaign for SELECT using Google AdWords. A very cost effective medium for such specific audience targeting, both by interests and geographically and you only pay after someone uses Google to search for your keywords and then clicks on your advert. The data available through webstats is quite staggering and you can drill down into visitor figures by linking your Adwords campaign reporting and your Google Analytics account. It is always interesting to see how much each keyword term bid costs, often unpredictable as it is based on bidding so is heavily influenced by the number of competitors at that particular time.  Even if your advert is not clicked on you do get some free awareness value from it appearing through page impressions, and bids can be adjusted in real time, or paused when a budget is hit or an audience figure is achieved. Are there any target audiences that you would like to send a message to?

    Posted by Neale Gilhooley (updated 29/9/16 and 24/11/17)

     

  • Centre for Management Consulting Excellence brand design project

    Posted on October 7, 2017

    Centre for Management Consulting Excellence logo in 2 coloursEvolution were delighted to appointed by the Worshipful Company of Management Consultants (one of the very prestigious modern City of London livery companies) to design the new identity for a brand new entity being launched. Due to tight deadlines we started the day that we won the competitive pitch for the soon to be launched the Centre for Management Consulting Excellence. It is quite a unique design project to be involved in, as bodies such as this are not created on a very regular basis. The new logo needed to have it’s own strong stand alone identity but also to have a clear nod back to the Worshipful Company of Management Consultants crest as they will appear together at times. The new centre aims to facilitate links between business school academics researching management consultancy and practising management consultants in the UK, to the benefit of all stakeholders.

    Management Consulting is a major business in the UK turning over about £9bn pa. The benefits that management consultants bring to their clients are many multiples of this and consequently they have an undoubtedly major impact on UK productivity. The rationale for establishing The Centre is that the performance of management consultants depends on their skill in mediating the best thinking into application in their clients. Consultants have access to a very large amount of thinking about management but, without considerable effort, have real difficulty in identifying the most important new ideas and finding out about them.

    Specifically the Centre will:
    1. Help to shape the research agenda for management consulting in the UK, and publicise the results of research that could be of value to management consultancy practitioners;
    2. Run regular seminars that showcase research of interest to practitioners and provide a forum for exchange between academics and practitioners;
    3. Develop a membership community involving all key groups of stakeholders.

    Although the new centre has links back to the WCoMC the brief stated that a replica coat of arms was not the desired creative route, that a more contemporary style of logo needed to be developed for use across all traditional and modern media.  In design terms we offered a shortlist of icons including some based around the capital letter C, but with a small creative device in the negative space in the centre of the C. We then offered the client a selection of highly legible typefaces, agreeing unanimously on Franklin Gothic Medium Regular, with more prominence on two of the words. It needs to appear a modern and forward thinking, but also inherits the legacy of tradition of the guilds of the City of London. The bold red is that used on the coat of arms for the WCoMC, which is itself related to the bold red in the City of London Corporation coat of arms.

    “A major short term strategic objective is to build the identity of the new Centre. Evolution has provided us with a strong logo, identifying the Centre but with clear graphic links to our Livery Company parent, which has attracted a lot of favourable comment since it was recently launched. We are very pleased with the work they have done for us” said Calvert Markham, Director of the Centre.  Evolution are also designing a set of stationery for the centre. We will post regular updates on the progress of the centre.

    Posted by Neale Gilhooley