For a few years now, we have been looking at the dated graphic identity of one of our most long-standing and valued clients. Finally we were tasked with rebranding Paycare’s print materials: to redesign layout and content in a more modern and cost-effective manner, in order to improve enquiry to conversion rates. The brief also called for a total website revamp. The original identity was created back in the day when Letraset and ‘camera ready artwork’ (ask your dad) were leaving the building and the exciting world of the Apple Mac came swaggering in through the front door. That must explain why we thought, “wow, look we can put graphics and type together – I know let’s stick a couple of apples onto the new Paycare logo”. What can I say, we were young.
Hindsight is a great thing. Remember when you first started out at work; the keenness, how precious the work was to you? Blood sweat, tears, then more tears. Finally your first successful project is complete. Then, many years later, you come across that early work and cringe in embarrassment at the blindingly obvious errors and ham-fisted techniques employed. It’s been a splinter under our collective skins – but at last we have taken a sterile needle and removed the irritation.
Simplicity
We did what we should have done the first time around – embraced simplicity. We reduced the colour palette and introduced modern typography. We finally got rid of the apples and devised a new strapline – replacing the vague ‘Here to help’ with a more specific ‘Everyday Health Cover since 1874’, with it’s reassurance of experience and tradition. We did not abandon graphics altogether. An apple tree and birds feature as visual signifiers throughout. Each is slightly adapted for the product range, so that the Paycare Family policy features nest-building birds, whilst the over 64s policy (Paycare Gold) features owls in the apple tree.
We re-examined every step in the encounter to conversion process and streamlined all paperwork (and online content) to help get prospective customers onto the road to conversion quickly, reducing the amount of work and number of steps required to get there. We changed paper stock, print processes, layout and folding regimes that added clarity, but saved on production costs.
Changes to the Website
Paycare’s initial website, in line with many at the time, has limited functionality. However, the possibilities to operate as a commercial tool were not as common back in the day. In order to compete, it was vital to rebuild the website around the core points, establishing consistency between print materials and online information.
- We built in the same step-by-step conversion process as in the printed documentation and made the individual policies an easy to understand process, right through to paying online.
- We de-cluttered and made sure that the website and print materials were integrated in function, design and appearance.
- We introduced an intermediary service – giving third parties the opportunity to re-sell Paycare products in return for a commission.
As per usual now, SEO consultants crawled the content; keywords were incorporated rather than packed – so the copy amazingly still makes sense to a human reader. Video has been commissioned to cut down on explanatory copy and show visitors how to claim and download information and forms. The new website will be live before the end of the year.
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