The brief

Anderson & Brown (AAB) email an annual newsletter, ‘Illuminate’, to their Alumni each year to keep them up-to-date with what the company has been up to. Our brief was to produce the latest edition, refreshing the existing design to make it more user-friendly for an on-screen audience.

Our solution

We revamped the portrait A-size template, which had been in existence since 2014, to work in a landscape format meaning it could be easily viewed onscreen. Built as a pdf file and using copy written by AAB’s in-house marketing and communications team, we created a fresh new design with interactive graphics designed to engage readers.

Pdf files come with a small file size for portability meaning that, despite the amount of information the document contained, it could be easily emailed to alumni worldwide or downloaded from AAB’s website.

The results

AAB’s Alumni gave a resounding thumbs up to the fresh new look. There were 4,500 recipients (alumni and clients) with a click through rate (CTR) of 40%.

AAB is an award winning employer of choice and internal communications like Illuminate play a critical role in not only keeping everyone informed about the business but also reinforce the firm’s inclusive culture and the value its leaders place on their staff and stakeholders.