Nearly 10 years ago, The Silvercrest Center turned to Lazzaro Designs for a series of informative pamphlets on topics such as infection control, flu immunizations and pain management. We created a Q&A series of a dozen such pamphlets and they were well used and widely distributed to patients, family and visitors. But time passed and information needed to be updated. Here’s specifically what we did:
Voice: The to-the-point Q&A theme worked beautifully and continues to work well. Other than updating the content, the voice remained the same. If it ain’t broken, no need to fix it.
Vision: Similarly, the pamphlet format was deemed effective and the general look was retained since it complemented the look of the new patient handbook. The pamphlets are placed in the handbook’s inside pockets and are placed in holders throughout the facility. Changing the color of the rectangle behind the logo aids in quickly differentiating one pamphlet from another.
Getting it Done: Maryellen served as a liaison between the creative team and the client, getting these important communications back in the hands of those who need them.
> If you need help creating informative trifolds or a family of pamphlets, give Lazzaro Designs a call or shoot us an email.
In 2007, Lazzaro Designs created for The Silvercrest Center an original, 6 x 9″, 20+-page handbook with essential information for patients and families, such as about the care team, telephone and television services, visitors, and meals, among many other topics. Silvercrest needed to editorially update the handbook and wanted a way to tweak copy themselves as the need arises.
Voice: The original editorial voice continued to work well and was little changed beyond content updates and some fresh reorganization of topics. The title was rewritten to better reflect new branding messages.
Vision: For the cover, Maryellen picked up the theme of the new logo color (the NewYork-Presbyterian red; Silvercrest is affiliated with the medical network) and opted for a clean, modern design that fits in well with the body of new work we are doing for Silvercrest. The format lends itself well to both print and digital, too. The 24 all text, interior pages were prepared in MS Word, which makes it easy for Silvercrest staff to edit with the regular changes that happen within the facility. However, since MS Word is not a layout program and the handbook measures 9.5 x 11.25″ in order to house loose correspondence in the handbook’s interior pockets, providing Silvercrest’s printer with a MS Word 8.5 x 11″ document was not an option. As such, Maryellen created an .eps file of each handbook page. She then re-created the handbook in a layout program based on a 9.5 x 11.25″ page size and placed each .eps page into the layout in order to provide the printer with a suitable file.
Getting it Done: Maryellen facilitated a smooth process for the project, from approvals to working with the printer. In addition, Maryellen provided the master MS Word file to Silvercrest staff for their future updates along with instructions on what to provide their printer. Likewise, she provided Silvercrest’s printer with the current handbook’s layout file and support .eps files along with instructions on what they need to do when they receive updates to the handbook from Silvercrest.
> If you need help creating a manual or handbook, give Lazzaro Designs a call or shoot us an email.
The Silvercrest Center turned to Lazzaro Designs for a transit ad to advertise to the community that they had a robust outpatient rehabilitation program. Silvercrest is known for its excellent long-term care, but most neighbors do not think of it as an option for important outpatient rehabilitation.
The three transit ads, each measuring 30″ x 60″, we created were recently installed on subway stop entrances. The client also reproduced them as posters to use in their facility and elsewhere. Here’s specifically what we did:
Voice: Silvercrest at first asked for one single ad to capture all three services. We, however, recommended separate ads that could be installed throughout the catchment area for best impact, yet could each stand alone. Streamlined ad copy was written that emphasized the major point that these quality services were available nearby.
Vision: Silvercrest recently changed its logo color to the NewYork-Presbyterian red (because of its affiliation with the medical network). The facility is also in the process of updating its web site with a whole new look. Knowing that the red was going to be a key player in Silvercrest’s future marketing efforts, Maryellen chose to focus on that color so it would work with anything currently being developed. Maryellen picked symbolic representations of the specific services from stock vector art, but also created some elements of the art herself to blend seamlessly with what was purchased. The result is eye-catching and modern and sets Silvercrest apart from its competition.
Getting it Done: Maryellen served as a liaison between the creative team and the client, as well as with NewYork-Presbyterian’s Marketing Department, which signed off on the ads.
> If you need help creating ads for transit, print or the web, give Lazzaro Designs a call or shoot us an email.
Lazzaro Designs recently launched a biannual community newsletter for The Brooklyn Hospital Center. Here’s specifically what we did:
Voice: Editorially, we brainstormed articles with the client that showcased updates on the hospital’s programs that would be of interest to the changing community’s long-timers and newcomers alike. We encouraged the client, for instance, to include a box of how to connect with the hospital on social media. We also worked with the client to name the publication “Keeping Brooklyn Healthy,” which is the hospital’s tagline.
Vision: Maryellen wanted the newsletter to reflect the uniqueness of this hospital in so far that it’s a true, independent community hospital with a long history of serving Brooklyn. She wanted the newsletter to also capture present-day Brooklyn’s dynamic diversity and neighborhood friendliness. The hospital, through this publication, stands for warmth and accessibility without stinting on sophistication of services. To accomplish these goals visually, Maryellen made use of the strong colors in the logo’s and branding guideline’s palette. For the all-important front cover, she chose a big, magazine-style image and used a navigational bar style to highlight the main information within the newsletter. Because the client’s image budget was limited, we made use of their archives as much as possible, limiting the purchase of stock images. For instance, Maryellen in her research, noticed a photo on the hospital’s web site for emergency services. An archive search allowed us to use it in this print publication, not only saving money, but also providing visual consistency across the client’s marketing platforms.
Getting it Done: Lazzaro Designs project-managed the newsletter, creating a yearly publication schedule, triggering key meetings and conference calls, overseeing the approval processes, and serving as a liaison between the creative team and the client. Maryellen also worked with the printer/mailhouse to strategize ways to lower printing, postage and distribution costs.
> If you need help creating a newsletter that speaks to your community, give Lazzaro Designs a call or shoot us an email.
