Royal College of Nursing Scotland
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Following years of success, the Quaba group established Waterfront Private Hospital in Edinburgh as a base for their work.
Following branding and website design projects for both Quaba and Waterfront, we were commissioned to create social media templates for use across Facebook, Instagram, LinkedIn, and Twitter. The design of the templates had to accommodate content for a variety of post types including testimonials, announcements, key service information, and ‘before and after’ photography. To ensure the templates could be easily populated and adapted, we were tasked with building the approved designs in Canva.
The templates were designed to align with the Quaba and Waterfront brands with a focus on engaging the target audience and communicating the post content clearly. The use of templates was integral to the promotion of the brands and further contributed to a consistent visual identity across all platforms.
Careful consideration of typographic hierarchy for both the Quaba and Waterfront templates helps to draw in the viewer’s eye, guide them through any messaging and highlight key information.
The templates feature carefully integrated URLs, consistently located and anchored with keylines to draw a reader’s attention.
For Quaba, we utilised the gold geometric pattern to help balance the structure of post-imagery and contribute to a coherent visual aesthetic. Variations of subtle stone shades and slate greys were selected for the background colours to differentiate posts and convey a premium feel, consistent with the brand identity. An ornate graphic device was utilised to separate typography was integrated into the template designs to aid legibility. We incorporated a 5-star graphic device into the testimonial posts to help convey the high quality of ratings from previous patients. For the ‘before and after’ content we designed templates that let the photography remain the main focal point with minimal supporting typography and background colour retained to reinforce the brand.
For Waterfront’s social media templates, we employed the brand’s linear graphic devices, inspired by waves, into the backgrounds to add depth and contribute to a balanced composition. Varying content types for the templates required different solutions. Some required imagery to be the focal point for ‘pre and post-surgery’ photography and illustrative diagrams of surgical procedures and others were predominantly text-based.
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We wanted the characters in the graphics to be relatable everyday people from the Scottish public, and Firefly really managed to capture that. The graphics they designed are clean, colourful and clearly convey the right messages we wanted to get out there, helping us to launch National Walking Month 2018 in style. Thanks Firefly!”
Louise Cameron
Communications & Marketing Officer
Paths for All