Type of Work: Professional
Project Title: Dietitian Services
Client Name: Loblaw Companies Limited
Date Project Completed: November 2017
Role in Project: Freelance Graphic Designer
CONTEXT
Describe the client needs / project brief, including project goals and objectives.
The main goal of this project was to revamp and reintroduce this fairly unknown Loblaws service to shoppers. This service used to be free but was going to start costing money for shoppers to use this service, so we needed to make this program look like a more sophisticated, professional service. That involved taking existing materials and redesigning them, as well as adding new marketing pieces to help better explain what the service provides. We were only in charge of the printed marketing materials such as signage and a brochure.
METHOD
Describe your design process including any research, analysis or other information gathering and investigation that contributed to your solution.
After the initial meeting to discuss the goals, I did some research on what made different Loblaw’s brands more “sophisticated”. For example, how the President’s Choice brand looked versus the PC Black Label. Working closely with the Creative Director and the Design Manager, we organised the content to clearly explain what the shopper would get if they used this service as well as how beneficial it would be. For this project, the first goal was to create a new logo that would be present on all the marketing (ie. New Dietitian Services). We then worked on the signage that would be passed on to the production team to roll out all the different versions. Then I worked on creating the main brochure. Later on, we are asked to continue this marketing by adding pamphlets that focused on different health topics (ie. diabetes).
DESIGN PROCESS
Briefly describe the design process from initial concept exploration and presentation to acceptance by the client.
Content collection (files, photography, etc.) and initial file organisation
Low fidelity pagination and sketching of layouts and logo concepts
Adobe InDesign file creation, typography style exploration (following brand guidelines), grid system, headers, exploring table design for the financial data
Add in content to InDesign following design principles, creating high fidelity first draft PDF to send to Sales Rep for review. Make and revisions needed
Meetings and collaboration, check-ins for the design process
Once the design was approved, I packaged the main signage designs, brochure and pamphlets, passing them onto the production team. I also created one initial pamphlet design and then passed on a collection of paginations, content and instructions for the production team to continue with several other booklets.
SOLUTION
Describe your design solution/deliverables and how they achieved project goals and objectives.
One large challenge was connecting with the Wellness team representatives, who were located at the Loblaws Quebec head office. Most of the problems were solved with phone call meetings as well as the team rep coming to our Brampton location to check in. We also came up with a solution of creating presentation materials to present the concepts to the team rep.
The other big problem we had to solve is that this program went from costing nothing for the shopper to costing $100 for a very short program. We made sure the design clearly stated that although it will now cost them more money, they will be getting better service that will better benefit them then before. This was solved through the design and layout as well as how the content was written.
I also met with a dietitian and used the service myself to better understand the service that I was helping to market. I gathered materials and feedback from the dietitian herself and what she hoped to see in the marketing materials she will be given. Not just what the wellness team at Loblaws wanted.
RESULTS
Provide quantitative/qualitative evidence of the effectiveness of your solution and/or how overcoming any special circumstances and/or challenges on the project demonstrate the effectiveness of your solution.
This program is still running today, and I see the service being used quite often. This program is used Canada wide and has expanded since. I believe the solutions I provided have helped to make this program come across as more sophisticated and more trustworthy.
