eRAD needed to update their print collateral alongside their website to maintain brand compliance and give them an overall coherent message to their customers.
We used the information that we gathered from our discovery sessions with Marketing, Sales and the Technical teams to build out these product sheets. We then used these printed product sheets as the skeletal structure for erad.com
Our audience for these is clinicians in radiology offices, who make purchasing decisions for technology but also the IT professionals who maintain the radiology systems in hospitals, etc. Because of this, we chose to seperate content by using a “Under the Hood” section, that spoke to the more technical side of how things worked.
We also included Marketing language to speak to the capabilities that eRAD offered.
Last, we included customer testimonials from existing customers who have clout within this industry, to give more credibility to the company.
Overall, this as well as the site design really elevated eRAD and positioned them nicely against other radiology companies.
In our initial discovery meetings we found that we had two types of audiences:
We focused on the latter audience first, designing a product page structure that allowed for content to both audiences, with main content for marketing and an "Under the Hood" section for technical decision makers.
We brainstormed product, service and capability solutions that eRAD offered and build the site map for the website that we were launching soon, and used that as the basis for the product sheets.
I created the page structure of the product sheets and flowed in the content from our Marketing team. In addition to this I worked with a local Pittsburgh illustrator on the icons and artwork. The main "Under the Hood" Illustrations were created by Randy Ziegler, a fellow designer who is also my Director on the Web Presence team.
Smaller icons and some minor adjustments of illustrations I handled, once we had a basic framework of how the technologies worked together.
RadNet is truly a global company, and all of us worked on this project remotely across multiple locations and states. It was a challenge, because typically when handling the approval process of print pieces like this, you would print everything out, get revisions, make changes, etc. and the process would run fairly smoothly. In order to handle the revision process for this, we started with email and DropBox and quickly realized that we needed a better system with versioning and the ability to add comments. We then moved to an online proofing solution and PDFs called Proof HQ. This allowed us to control the revision process and iterate on the content better.
About eRAD Product Sheets
eRAD needed to update their print collateral alongside their website to maintain brand compliance and give them an overall coherent message to their customers.Areas of Expertise
Branding Graphic Design Print Design