Most of the designs we see are bold and visually arresting. This is expected and understandable. However, once in a while, we come across one that is understated yet no less impactful and effective.
We recently completed a project whose cover image was composed of the company’s logo, tagline, and a lone butterfly on some foliage. All set against a lavender background.
The visuals undeniably exude compassion. Precisely the sentiment, attitude and approach of the company behind it: Angela Hospice Home Care.
We spoke with their graphic designer, Kathryn Chapman, to learn more.
FOLDERPRINTERS WRITERS: Please describe your company and its services or specialty.
KATHRYN CHAPMAN: Since 1985, Angela Hospice has been providing compassionate end-of-life care to the community of southeast Michigan.
Founded on the values of the Felician Sisters, Angela Hospice is dedicated to enhancing the quality of life for people facing an incurable illness, whether through home hospice care, telehospice, or its inpatient Care Center.
Serving 2,000 patients a year, Angela Hospice also reaches thousands in the community through its free grief care and educational programs.
FPW: What makes you stand out or differentiates you from your competition (if you have any)?
KC: Angela Hospice is a not-for-profit, faith-based organization. With an eye toward innovation in order to best care for terminally ill patients and their families, Angela Hospice opened its Livonia Care Center as the first freestanding inpatient hospice facility in Michigan. Angela Hospice also operates specialized programs for pediatric and prenatal hospice, as well as pioneering its telehospice program beginning in 2017.
FPW: Are folders in any way a part of it?
KC: Folders are always a good way to showcase our branding. On our general folder we have our tagline, core values, and quote from Blessed Mary Angela, foundress of the Felician Sisters, which our compassionate work is modeled after.
FPW: Who are your main customers?
KC: Our folders go out to patients/families and facilities we partner with.
FPW: What purpose do your folders generally serve? Is it for marketing or selling? If so, What problems or challenges in marketing, selling do the folders solve for you?
KC: Our folders serve a marketing purpose.
FPW: Has there been a particular instance (or instances) wherein folders helped in any of your goals? If so please share any anecdotes.
KC: Our community liaisons take them to facilities and they have been noticing the facilities keeping them out more as a display piece.
"Folders are always a good way to showcase our branding. On our general folder we have our tagline, core values, and quote from Blessed Mary Angela, foundress of the Felician Sisters, which our compassionate work is modeled after. "
— Kathryn Chapman
FPW: When do you hand them out?
KC: To facilities and to patient/families at Care Center admissions.
FPW: What items do you put inside the pockets?
KC: For facilities: various brochures & marketing items. For Care Center admissions: Care Center booklet, policies, and brochures
FPW: Have the folders proven to be effective? Do they work?
KC: Yes.
FPW: In this digital, internet age, why use analog presentation folders?
KC: Our demographic is falls into the older adult category so having printed materials are crucial to showcasing our offerings.
FPW: What was your aesthetic philosophy or aim in coming up with the final design.
KC: Coming up with the final design, I wanted a clean but beautiful look to stand out amongst the rest. Using a graphic of a butterfly brought to life our tagline of We’ll Take You Under Our Wing.®
FPW: Are these your first professionally printed folders? What made you decide to go with Folderprinters?
KC: No, I used Folderprinters for a previous folder I created and loved the durable quality.
FPW: What was your experience using the website? Was it easy to use?
KC: The website was extremely easy to use.
FPW: Did the final product meet your expectations?
KC: Yes, I am a huge fan of the quality, touch/feel of the folders, and how vibrant the colors turned out on it.
Our Takeaway
While excitement is always a good reaction to elicit from viewers, there are instances and settings where being low-key can be just as effective in conveying your message. Angela Hospice’s folder design — including the choice to use matte paper — is a wonderful example.
It also a great lesson in branding and how to approach your target audience.
