Portfolio- RNLI | Greenpencil Design

Sector: Experience & Retail.

Project: RNLI | Company: EDGE

Visitable Assets
Design Principles & Brand, Strategy Development

Solution:
I worked alongside the 3D Design Director and headed the full re-design, execution of strategy and design implementation of Dartmouth and the overall design principles. I established a unified design and strategic guidelines to align the brand nationally. The process involved sifting through lots of operational information, and turning it into engaging environmental graphics, marketing assets, storytelling, crew information, point of sale and infographics. This ensured that every station, shop, visitor centre and museum delivered professional, life-saving information consistently while celebrating the incredible dedication of RNLI volunteers.

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Brief:
To develop Visitable Assets and Brand Principles Guidelines for the RNLI to use Nationally to support all of their marketing materials, point of sale, campaigns, safety information, visitor experience, museum and signage design language. To also implement the final design and guidelines into the RNLI new Visitor Centre in Dartmouth.

Process:

Site audits, workshops, customer journey, communication hierarchy, pause points, navigation and signage, simple & friendly communication through tone of voice, inforgraphics, iconography, point of sale, tactical communication, brand guidelines, design strategy and principles.

Problem:
The RNLI lacked design guidelines. Marketing, campaign, local information and heritage stories were managed locally, resulting in fragmented messaging. Stations, shops, visitor centres and museums relied on inconsistent, unsightly, low-quality materials and information. The guidelines and templates needed to be designed for volunteers and marketing teams to easily follow.

Released in 2015, these Visitable Assets and Design Principles are still currently being implemented and executed Nationally.