Overview of design background

2. Contents
Clearblue
• Brief
• Thoughts and ideas
• Product brand language
• The product range
Clearblue contraception monitor
•Thoughts and ideas
•The product
Stanhope Seta
Molecular Technology
Graphics Projects
• Branding
• Promotional literature
• Exhibition graphics

3. Clearblue
The Plan
To achieve recognition of the Clearblue brand across the self/home diagnostic market to establish a product language that is
consistent throughout the brand range and instantly recognisable.
As with the printed promotional and packaging material, the product design brand language had to be consistent to help build
positive awareness of the brand through cues beyond the logo.
The products had to engender positive qualities that customers want: trustworthiness, cleanliness, safety, ease of use and
reliability.
These qualities were developed through the use of appropriate form, colour and user observation. Carefully directed
questioning and recording behaviours of the target user before attempting to begin any actual design activity to ensure the
creating of appropriate use scenarios that deliver useable designs.
I have been directly responsible for the strategy to direct and manage ideation and implementation of the new visual language
for the core products within the Clearblue range. This involvement has not only delivered a consistent brand product language
but improved usability of the products , a high value look and feel across the range that engenders confidence the product will
deliver on its core function.

7. Design guidelines: Aesthetic form
1 Smooth continuous flowing lines to deliver a soft,
feminine contour
2 Finger nail detail should break into main body to integrate
cap and body. This element can be implemented into the
aesthetic form through other approaches
if no cap present.
3 Crisp intersections of surfaces to express the scientific
and technical element of the product
4 Rectangular viewing window [ensures maximum viewing
area]

17. Ridgeons are a process engineering consultancy who wanted a strong engineering identity.
The solution alludes to piece of rolled steel which goes through a process to be formed, thereby
symbolising the core activity of the business.

18. Aim development are an engineering design consultancy. Their identity
needed to reflect the technical but creative approach of the business.
The identity was implemented across all their business collateral.
.

19. Developed the brand image for the charity that would present it as a professional organisation to increase funding and
membership opportunities.
Created and managed the brand for the charity and created templates and exhibition materials.
The brand identity increased awareness of the charity and the membership increased by 60% within the first year. It has
benefitted from increased sponsorship from local businesses and government funding.

20. Entropie voice and data
Created the business identity and all supporting business collateral

21. Souster & Hicks Brochure
The brochure was designed to be used as a promotional brochure about
the business, a materials sample pack and special promotions/events
leaflet.
This was achieved by creating a folder so they could insert a variety of
promotional literature and so keep costs low.