How design templates lead to efficiency, greater accuracy and strong branding.
- Concept Development
- Design and Layout
- Artwork Development
- File Prep
When Capillus, a Miami-based medical product company called on Vortex Communications to develop a B2B newsletter template using Adobe InDesign, they understood the project was an investment in branding as well as production efficiency.
Capillus has developed an innovative approach to delivering low-level laser hair loss therapy, and is considered a leader in the field. Weinkle offers, “Vortex has designed medical marketing and sales promotion tools for companies across the country for over 15 years. We understand the importance of reflecting customer perceptions in every aspect of communications,” continuing, he adds, “Capillus and Vortex are on the same page when it comes to bringing to productivity and branding together in the use of templates.”
Tom Weinkle, Creative Director of Vortex explains that, “many companies think of templates solely as a way to improve productivity or reduce costs.” He continued, “B2B and B2C companies should also appreciate that templates can enhance communication opportunities. Less time on design decision-making and layout means more time for brand-oriented creative.”
Grids, Guides and Styles
The template design solution Vortex delivered was based on a flexible grid system that could accommodate multiple text and imagery formats. Weinkle adds, “Capillus wanted to be able to produce newsletters on a fast-track basis in-house.” He added, “Working with a grid allows for quick decision-making and a consistent appearance from page to page, whether you’re dealing with eight pages or eighty.”
Once the grid was set up, the South Florida-based design firm created a set of character and paragraph stylesheets that made the styling of content very efficient. While columns help with vertical alignment of content, Vortex also adjusted the document and baseline grid preferences to be a multiple of typographic line height. Weinkle says, “Working with a horizontal grid and “snap to” controls can speed up page assembly by 20-30%. That leaves more time for creative thinking and messaging to be built around brand strategies which gives our clients an advantage over the competition.” Smiling, he concludes, “ Anyone can produce messaging efficiently. The real challenge is projecting strong brand positioning while you do so.
Vortex has handled over 13,000 projects with a very high success rate for a variety of applications and business sectors. Their wealth of experience and strong vendor relationships helps the team make design decisions that are both creative and practical while avoiding the pitfalls of rush work. Weinkle added, “Clients come to us because they want it done right the first time.”