About Our Marketing Materials Design Guides
When creating Carestream Marketing Materials, use these Design Guides to ensure consistency. In some cases, specific templates must be followed.
When assessing or critiquing items, ensure that any requested adjustments or additions adhere to the Design Guide structure.
Note:
The GCC Marketing team offers approved and standardised sales materials, including banners, roll-ups, and other documentation. For any enquiries, please contact the GCC Marcom staff.
GCC Marcom contact: xiaoxiao.liu@carestream.com
To differentiate Carestream in the healthcare industry, our marketing materials feature strong visuals, compelling headlines, concise copy, and a consistent core message.
For integrated campaigns, they must present a commom look and feel, along with a consistent copy tone. For integrated compaigns, all materials - from brochures to print advertising to eBlasts - follow clean, well-defined design guides and templates, delivering a consistent, appealing brand identity.
Product Brochure
There are several components that go into building a successful Product Brochure. These templates must be closely adhered to.
Cover Design
Our covers blend bold humanistic/product-in-use photography overlaid with Carestream Orange to engage the reader. To attract attention and pique interest, the cover material features a prominent three-word title.
Brochure Interior
Clear and concise copy highlights the benefits of each product or service for the customer. Bullet points, call-outs, and captions are frequently applied to facilitate quick textual ”scanning” for readers.
A wide range of product-related, humanistic, and graphic imagery is permissible. Avoid employing visuals with direct eye contact.
Brochure Back
All sell sheets feature a uniform footer with the corporate URL, social icons, Masterbrand Mark, and required legal copy to ensure consistent corporate branding.
Product Sell Sheet
There are several key components that go into building a successful Product Sell Sheet.
These templates must be closely adhered to.
Front Side
Our sell sheet covers are designed with engaging photos of products in use and Carestream Orange. To attract attention and pique interest, the cover material features a prominent three-word title. A brief list of bullets outlining the Advantages at a Glance is included in the copy.
Back Side
This provides a detailed yet succinct summary of product characteristics and benefits. A wide
range of product-related, humanistic, and graphic imagery is permissible. Avoid employing visuals with direct eye contact.
All sell sheets feature a uniform footer with the corporate URL, social icons, Masterbrand Mark, and required legal copy to ensure consistent corporate branding.
Print Advertising
Creating visually appealing print ads is crucial for standing out in the market and distinguishing oneself from our competitors.
In our advertisements, a strong, strategy-based concept is combined with stunning imagery and engaging copy to deliver a clear and persuasive message. While design options are available, it is important to preserve our core brand requirements.
Direct Mail Advertising
Direct mail is still an effective marketing tool, whether used alone or as part of a campaign. We provide a variety of direct mail options, including conventional postcards and 3D mailers. While design options are available, it is important to adhere to our brand guidelines.
Banner Advertising
Our customers are assaulted with online advertising. The key to striking out is to make our banner ads clean, open, and easy to read, with a single message. This increases the likelihood of viewers clicking on to a personalised landing page for more information. Successful banner performance relies on a compelling call-to-action and a worthwhile offer.
Online banner advertising space comes in various shapes and sizes. The banner size will determine whether you use humanistic or product-in-use imagery, or if you can only include a copy message.
eBlast and Landing Page
An eBlast’s primary message takes center stage in both space and location, with the majority of it above the fold (visible without scrolling). The majority of the key message should be ”above the fold” (the upper half of the page that can be displayed without scrolling).
The usage of basic, bold imagery is recommended. Include a clear offer, such as a video, white paper, or testimonial, to encourage visitors to visit the landing page. Keep eBlasts simple with a single message and call-to-action.
Landing Pages should receive constant priority.
Use the same or similar headline and imagery as the eBlast to guarantee consistency. Always communicate the offer fulfilment process clearly. The procedure for fulfilling the offer should always be explicit.
Include the standard social media/legal footer in all eBlasts and landing pages to ensure consistent corporate branding and appropriate social and copyright/trademark content.
Corporate Website
The Corporate website, www.carestreamhealthcare.com, is the gateway to the entire Carestream portfolio of products and services. This single umbrella site provides one location for all of our brands and subsidiaries.
Social Media Marketing
Carestream has achieved a strong presence on a group of leading Social Media sites. While LinkedIn and other platforms encourage informal or spontaneous posts, Carestream maintains a proper, business-like tone, balancing social media enthusiasm with the professional branding we are recognised for.
No doubt, images used on social media must follow our brand guidelines to show professionalism and be appropriately sized to fulfil each platform's specifications.
Our Avatars
On Social Media, the two avatars below are used in place of the Carestream logo. They serve as simple, distinctive “badges” that signify our ownership of the web page. These avatars are for Social Media use only and are NEVER to be used in any way other than branding a site or image used for Social Media.
Social Media Sites
Carestream’s online presence extends across all the Social Media sites listed here.
Social Media Website Branding
The branding guidelines that govern our traditional marketing materials must also be adhered to across all of our Social Media sites. All sites are designed and managed by the Carestream Corporate Design Team to ensure and drive brand consistency.
