Your brand demonstrates the values, mission, purpose and qualities of your company and so it is important that it is a true reflection of who you are and what you do.

The most successful brands are built on credible truths and in a fast paced consumer world, is key to all your business activity. As branding experts, USP Creative will establish, define and develop your brand- giving you an identity that will translate easily to customers, staff and stakeholders and across all media.

Print remains one of our most powerful, and popular communication tools. From stationery to packaging, brochures to advertising campaigns, USP will create effective and memorable concepts that consistently deliver results.

A physical embodiment of your company, print remains one of the most powerful communication tools for your brand.

Communication is central to everything we do here at USP Creative and we understand the importance of gaining support for your message. We have developed internal and external communication campaigns for local governments and councils, global product developers, FMCG’s and NHS organisations.

Whether introducing a sustainability policy or driving sales, USP will help you deliver your message and achieve results.

At USP we understand the potency of the visual image, and recognise the potential for visual communication to stimulate, excite and inspire as well as inform and assure.

Effective environmental graphic design connects people to their environment by personalising their experience of it. The space then becomes unique with an identity that is inspirational rather than just functional.

The majority of customers will first encounter your brand online and so it is imperative that your digital presence is a true reflection of your brand.

Email campaigns, websites, smartphones and tablets are all key communication tools that help you build your brand and achieve your goals. USP’s team of website developers, designers and digital designers will develop a digital platform that embodies your brand and uses the most efficient technology for you to communicate through.

From brand launches to award galas, corporate teambuilding to charity fundraisers, conferences to staff engagement. USP Creative are able to plan an event that is smooth running, on brand and memorable from start to finish.

Animation is one of the most effective ways to tell your brands' story in a digital age. From advertising banners to short films, we can deliver your message in a fresh, inspiring and impactful way that will get people talking about your brand.

USP Creative is a leading brand communications agency. We bring brands to life by using our expertise gained through more than twenty years’ experience in creative marketing.

We’ve helped FTSE 250 companies, global product developers, NHS organisations, regional government bodies and councils, national charities, premiership football clubs, lawyers and leading retail and leisure organisations to find their voice and tell their story. We also worked with smaller companies at the inception of their businesses, but all our clients have one thing in common, they all believe brands that are creative get noticed.

We tell your brand story in an engaging, authentic, clear and concise voice, whether this be through a branding programme, internal or external communication campaigns, print, digital or packaging.

By utilising all our strategic expertise and creative insight, USP will work to deliver joined up communications campaigns that allow your brand to take full advantage of its potential.

Your brand is your business’ most valuable asset and at USP we will work with you to nurture and grow your brand, establishing and reinforcing positive relationships with customers, employees and stakeholders.

Raising the national and international profile of Alder Hey: The story of Oli

The Imagine Appeal, is a Liverpool based charity dedicated to raising funds to support the vital medical work and groundbreaking research that takes place at Alder Hey, the busiest children’s hospital in the UK and one of the top three of the largest standalone children’s hospitals in Europe, caring for more than 270,000 patients each year. Alder Hey has been at the forefront of paediatric care for almost 100 years, and in 2015 will move into a new state of the art purpose built hospital. As part of this process, the charity has been tasked with raising in excess of £60million to facilitate the build.

In December 2011, Alder Hey issued a brief to rebrand the Imagine Appeal to the ‘Alder Hey Children’s Charity’ to aid the fundraising process. USP Creative won a five way national pitch to create a brand identity that would unite the charity with Alder Hey Hospital and reposition them as one of the most important NHS organisations internationally.

A new brand identity needed to be created that would unite both organisations, reflect their core values, have the flexibility to work across many different mediums, be easily identifiable and that could be used as a key part of communications and fundraising initiatives. The brand identity had to appeal to a wide range of parties including members of the public, healthcare professionals worldwide, but, most importantly to the children, young people and their carers at Alder Hey as a symbol of hope during difficult times.

The first step in developing the identity was to consider research of the keywords the patients, stakeholders and members of the public had chosen to describe Alder Hey. Words such as family, knowledge, strength and memory were consistently mentioned, which were beautifully symbolised by an elephant. The elephant character was developed to become child friendly and tactile – a source of comfort, strength and companionship for children.

Further research showed there are no negative connotations for elephants in any culture with their personalities aligning well with Alder Hey’s key values. Initial consumer research commissioned by USP and conducted by an independent company showed that members of the public associated elephants with child centric organisations.

The first element in bringing the brand to life was to name our character. We researched how young children learn to speak and chose the name ‘Oli’ as a two syllable word which makes it easy for all children to read and say. The ‘O-L’ sound also linked in the with the ‘Ol’ sound made at the beginning of Alder Hey.

The mascot has been developed as a source of strength and comfort to children and their families using fuzzy felt textures to make him tactile, stitching to represent the care and attention that Alder Hey offers, a large ear to demonstrate listening and a smile to show a reliable, trustworthy nature whilst the smile brings hope to everyone at what is often a time of stress and discomfort.

The colour palette was central in bringing our character to life. It needed to be bright, colourful, positive and appealing to children, but also respectful of the serious nature of Alder Hey’s work. Pantone 300 was used to reinforce the important relationship with the NHS, and because blue is seen as calm, reassuring and confident and, like elephants, doesn’t have negative connotations in any culture.

A soft launch was held on November 3rd 2012, as part of the Annual Members Day. Oli has been embraced by staff, patients and stakeholders alike. USP Creative has developed the entire Oli brand, which includes a suite of fundraising collateral and merchandise for the charity, new websites and digital platforms and will be rolled out across the entire Alder Hey NHS Foundation Trust.

Since the launch, wards are increasingly requesting Oli branded merchandise, environmental graphics and communication tools due to the positive reception. A number of key donors and supporters of the charity have also pledged to be associated with and support the brand roll out from small community groups to large corporates, including several major retailers and global sports brands.

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