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NYN Creates Coordinated Print
and Online Brand for Alzheimer’s Community
When Next Year’s News was approached by Parkcliffe Alzheimer’s Community about developing a web site for their facility, an update of their existing capabilities brochure was not a component of the project. But when Next Year's News learned that Parkcliffe had intended to give their brochure a makeover, NYN suggested coordinating the web and print development as a means of solidifying the facility’s brand identity.
“Our main goal was to properly capture the positive energy of the Parkcliffe environment into a single, compelling, visual statement,” said NYN creative director Paula Ashley. “It’s a very progressive place. We knew that people in the Toledo area caring for a loved one with Alzheimer’s would want to know about this community. We knew we could reach them best by developing a web site and printed brochure that gave Parkcliffe a cohesive presence online and in print.”
Integrating the brochure and web site meant accommodating the inherent differences in print and web media. Ashley worked closely with NYN designers Tim Fisher and Chris Hoffman to achieve a cohesive look and feel for the project.
Fisher designed the brochure as a colorful, image-rich introduction to the Parkcliffe facility and lifestyle. The web site, Parkcliffe.com, was crafted by Hoffman using elements borrowed from the brochure, which he simplified and optimized for the Web. The site would also offer additional information and resources to those interested in learning more about the facility and coping with the disease.
Though writing for the web is generally different than writing for print, the NYN team generated copy useful in both efforts by researching key words frequently used to search the Internet for Alzheimer’s information, then working with Parkcliffe staff to incorporate these words into text that was at once compelling and search engine-friendly.
“It speaks to our target audience,” says Hoffman. “That’s the strength of this campaign. People of a certain age who are faced with parents or relatives with Alzheimer’s feel comfortable with the look and feel of what we designed.”
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