Our work: Christmas emailers

We always enjoy the opportunity to create unique and exciting Christmas designs, so we thought we’d sign-off 2014 with a few favourites of ours:


For their Christmas emailer this year, Silverfleet Capital wanted to stand-out from their competitors. Much of the emphasis was placed on reinforcing the company’s focus on Europe, creating an animated card that worked in different countries and different languages. The snow and the magic of a winter landscape did the rest.

Alcentra Capital had a similarly international feel with their card, with a very simple and effective design that worked all over the world.






For Kester capital we designed a fun, festive card that worked well both as a static and animated emailer (click on the image to see the animated version).



Our own card was a modern twist on tradtional nordic designs, with a nod to moving optical illusions.







Our work: Prepare for Work



Prepare for Work


Barclays and The National Skills Academy for Financial Services


Prepare for Work is a new programme designed to help Further Education college students in the UK improve their chances of securing and maintaining employment. It is being run by The National Skills Academy with support from Barclays.

Building upon the success of Barclays Money Skills, Prepare for Work sets out to address the lack of awareness of employability skills, and help students to develop an understanding of how to successfully navigate the recruitment process. Prepare for Work also touches upon the financial aspects of employment, whilst also raising an awareness ofentrepreneurship and self-employment.

Having previously worked on the Barclays Money Skills project to great success, we were asked to design and develop the logo for the new campaign. The brief was to create a clean, simple and professional logo that was still eye-catching and positive. It was important that the logo not only appeal to the young people engaged in the programme, but also to their tutors, who are an important part of leading and promoting the programme throughout their colleges. We feel the final version managed to achieve the right balance of educational, modern and fun that the client was looking for, and we were all extremely pleased with the end result.



Once the logo had been established, it was time to develop the resource packs. Each pack contains an information toolkit filled with activities and resources, as well as competitions for students to enter. We wanted the information to be presented in an engaging and informative way, so that students found the guidance useful and easy-to-follow rather than overwhelming. The packs also contain posters and merchandise used to promote the programme throughout the colleges, to encourage as much participation as possible. These packs are now being distributed to participating schools and colleges around the country, where Tutors and College Champions (young people trained to deliver activities to their peers) will lead students in developing the skills essential to gaining employment.


Our work: Barclays ATP World Tour Finals



Barclays internal flyers




WildWest has been working with the Barclays sponsorship department for over 15 years on projects ranging from the Barclays Premier League, Barclays Money Skills, Barclays Prepare For Work and the Barclays ATP World Tour Finals.

On this occasion, we were asked to produce a piece of internal communications to increase awareness of the upcoming Barclays ATP World Tour Final event.  Our aim was to strengthen the relationship between the ATP and Barclays in the eyes of the Barclays employees.

The leaflet was being used by Barclay’s staff to nominate a colleague whom they thought deserved tickets to the Barclays ATP World Tour Finals. We therefore wanted the leaflets to be as eye-catching as possible, to ensure they did not get lost amongst the large quantities of internal communications. To achieve this, we designed the leaflet to resemble a large tennis ball in Barclays Cyan, which we feel successfully solidified the connection between the two organisations. The response from Barclays has been overwhelmingly positive, and we are looking forward to developing this idea further in the future.



Our work: New Precision 3D Print Signage



Office Signage


Silverfleet Capital


When one of our clients in the private equity industry needed their office signage refreshed, we took the opportunity to look into the potential of new technology within the signage industry.

Traditionally for signage installations such as these, our material of choice would’ve been MDF cut on a router. However, as Silverfleet Capital’s logo is made up of 18 small letters with multiple bevelled edges, we thought that new methods might create a much more precise and detailed end result. 3D printing especially offered all these advantages without being prohibitive in terms of cost, and we were convinced that this new technology could deliver the quality we were looking for.

3D printing was a relatively new concept to us, but after a visit to the production site we found that it was an impressively fast, sustainable, and economical production method, that allowed our designers’ artwork to be meticulously rendered exactly as they would have wished. The process, also known as ‘additive manufacturing’ (AM), involves adding or layering materials on top of one another until a physical 3D object is produced.

Once the letters were produced – or ‘printed’, they were sanded by hand and sprayed with Silverfleet Capital’s colours. The end result was very impressive, and it is certainly a method we will be using again.


3d printing


6 Ways to Ensure Your Website Keeps Working for You



Over the years, we’ve designed and created a lot of sites. For different industries, different audiences and achieving vastly different results too. Some have been very niche (take a look at Tax Efficient Review for example, the bees knees for those interested in Venture Capital Trusts or Enterprise Investment Schemes). Others have helped companies to reach a much wider public.

These days though, it’s not enough just to design and post your site. Making it available is just the start. Any website should be playing an active role in your market development and delivering back on your investment.

Here are some starting points:

1. Think about audiences.

Make it easy for investors to get where they want to, as well as giving sales or service information to potential buyers. Remember that people who have already bought from you could be your best source of new sales. Your staff will also want a website they can feel proud of.

2. Do you want people to come back to your site? Then provide information that changes.

Could be a blog, could be news, market analysis, a cartoon – your website should be more like a magazine than a printed book. If visitors come back and see the same old content, they won’t stay long – they will feel they’ve done it all already.


3. Think about value.

What can you give to your audiences that will have value for them? It could be something they didn’t know about market conditions, an expert view on how to apply your products or services, an evaluation tool. It could be a competition, a CSR programme – Barclays feature their MoneySkills advice, for example, together with sponsorships.

4. When you provide value, make sure people know about it!

You can promote your features through Twitter, LinkedIn, Facebook and other social media. Your staff and others with an interest (resellers, supply chain) should be encouraged to do the same. Best of all is when your clients start supporting you too.

5. How do people view your site?

Are they deskbound PC users, or iPhone aficionados, keeping in touch on the move? For most, it’s both, so you need to make sure your website responds to many different viewing platforms and is continuously available.




6. Make sure you know what’s going on.

An analytics package is essential to keep your marketing programme and your website on track. It will help show what is working well and what doesn’t. It will show how long people stay on your site and what they look at most. How they search to find you, or your competitors. Essential stuff.

All of this will have a bearing on how you structure your site, how it looks, how the navigation works and many other factors. It should help you get the absolute best return for your investment too.


Our work: Barclays Premier League top awards

2pics 260x173 - GGlove GBoot awards



Barclays Premier League Golden Boot and Glove Awards


Trophy design and production for the Barclays Premier League award presented annually to the best player and goalkeeper.

2013/14 Season

Golden Boot Luis Suarez (Liverpool)
Golden Glove Petr Cech (Chelsea) and Wojciech Szczesny (Arsenal)


WildWest have added to the suite of awards we provide for the Barclays Premier League by designing and producing the Barclays Golden Boot and Golden Glove awards for the 2013/14 season.

The Barclays Golden Boot is awarded to the top goal-scorer of the season and is a highly sought after and prestigious award. This year, the Barclays Golden Boot was awarded to Luis Suarez (Liverpool) who scored 31 goals in the 2013/14 season. Luis Suarez also won the Barclays Player of the Season award, which is also produced by WildWest.

The Barclays Golden Glove award is awarded to the goalkeeper who has kept the most clean-sheets during the season. This season was a first for the Barclays Premier League as Petr Cech (Chelsea) and Wojciech Szczesny (Arsenal) were crowned joint winners by both keeping 16 clean-sheets.

The awards themselves were designed by WildWest and sculpted in clay and cast using the lost wax chasing technique. After this, the awards were fully gold plated and personalised for each winner.


2pics 260x173 - GGlove GBoot sculptor

Sculptor giving the final touches to the clay model of the Golden Glove Award



How do you measure ‘quality’?

We’re very proud of our long-term business relationships with clients like investment firm Alcentra

It’s a question that everyone who is trying to establish a business relationship with a new supplier will ask. And to get a reasonable answer isn’t easy.

Of course, the best way is to ask someone who has used the company before, if possible on a similar kind of task. Their experiences can be important, especially when you are trying to compare two or more companies who perhaps offer a similar service, especially a service that is – like design, or the build of a website – intangible.

By intangible I mean more than just ephemeral. I mean that one example does not substitute for another. Your website, your annual report or what have you – however advanced or comprehensive – will be yours. Another website may share basic properties, but it will have different parameters according to the specification that you have provided for it. You may have your own design guidelines, which others may not only not share, but be appalled by! You may use your site as a platform for applications, for information that is narrowcast, even provided specifically on a one-to-one basis. The way your site displays, the information it contains, and even its style will be nearly unique.

I have to say too, that you may be a good client – able to specify things precisely – or a less good one, who perhaps knows what is wanted but can’t find the words (or examples) that will describe it.

So, when you are looking for a potential supplier, you will be looking for evidence that a company like ours can do what it says, that it will stick to the prices it offers (unless you specify additional tasks), that it will keep to a timescale, and it will be able to explain when something you ask is perhaps difficult or expensive.

The initial meeting will be important. Are you on the same wavelength? Do you – a basic idea, but important – get on? How much do you feel you can trust the other?

Another critical item, and one too infrequently asked about, is whether the company you are meeting with can sustain long-term relationships. This, perhaps more than anything else, will tell you what kind of company you are dealing with. It is more important that meeting ‘Quality Standards’, because it tells you about attitudes, particularly to do with the give and take that is necessary in any constructive relationship. It is certainly more important than scale or size or even depth of expertise. The largest company is sometimes only as good as its most junior team. Specialists can not only deliver without overheads, but they can know their subject in greater depth, and consequently give you more options.

(Some years ago, the MD of a very large advertising agency was trying to fill in a ‘quality questionnaire’ he had been given by a large and influential potential client. In reply to the question: how many of your staff work in production? He answered: “I’ve no idea. Why do you think it matters?)

At WildWest Design, we’re very pleased about the length of our commercial relationships. Quite simply, we know we have to earn our clients’

trust – each and every week that we work together. It is that knowledge that is at the heart of our reputation for quality and no questionnaire or certificate will replace it.

Our website for London & Capital, one of our newest clients.

Time for a change?

Sometimes, you just need a fresh approach













Are your design partners really responding to your requirements?

With all due respect to our competitors, sometimes it is absolutely necessary to take a fresh look at the design work you are getting.

There are a lot of reasons why.

Maybe your agency has just got a little stale. Maybe they can’t look at your design guidelines (particularly if they are invented elsewhere) and conceptualise a great result. Maybe it’s your fault as a client and you just haven’t given your agency enough space to succeed.

More often, it’s because you have a new project and that gives you the opportunity to shop around.

We’ve been the beneficiaries and the losers in this process too, on the odd occasion. Mostly, we’ve been able to respect our client’s decision. Sometimes, they’ve made it difficult for us, either presenting us with a fait accompli, or giving us absolutely no room to try a fresh approach.

At WildWest though, we’re very proud of the longevity of our client relationships (some of which have lasted for fifteen years and more). We are continually concerned to refresh what we can offer and respond to the latest technology possibilities.

Above all, we like to review our effectiveness continually, and ensure that the work we do, both in design and production management, is what our clients need.

Over the past few years, we’ve worked on a big Corporate Social Responsibility project (Barclays MoneySkills) and we’ve proved we can deliver against tough deadlines and with imagination. We had to design and produce a large range of materials, and also to pack and ship them to multiple destinations, ensuring their safe receipt.

We’d love to find another project like that.

So give it some thought, and if you feel it might be time for a change, come and talk to us.


We produced a huge range of materials for Barclays MoneySkills

We produced a huge range of materials for Barclays MoneySkills

You need to write a great brochure. How do you do it?

start by writing a summary of what your proposition actually is

don’t be afraid to start with a very obvious statement of what your product is and who it is for. (Marketing people call this positioning). If you can’t decide this, you already have an issue to resolve

gather all the information you can to support your argument (market data, quotations from customers and analysts, press quotes, lists of existing clients, research on the need for a product like yours…)

think about the two separate tasks your brochure needs to accomplish – first, to convince someone that a service or product like the one you sell is absolutely vital to them, and second, that you are the single most credible source of such a product or service

divide your summary in two to address these two different issues. When you start writing, begin with the need for a product such as yours, then move to the specifics of why yours is best

remember that you are writing for a prospective client – think about what they would most like to read, and what would convince them to go to the next step. Don’t write for your employees unless they are the primary audience

keep the content simple – don’t use long words or jargon. Don’t write long or complex sentences or big paragraphs.

use diagrams and illustrations to improve a customer’s insight into what it is you offer

split your copy up. Use small paragraphs. Use headlines and sub-headings. Pull out quotations in italics or larger type. Give the reader a lot of potential starting points. Once you have attracted interest, then your prospect will read more

don’t imagine that your reader will start at the beginning and read carefully to the end. Sadly, even the most beautiful copy isn’t read, at least not as a first stage. Even a curious reader will start by reading photo-captions, headlines and bullet points first.

include a final specification with the key details of your product or service listed

be prepared to let your design company adapt your copy. They should be able to preserve the appeal of your proposition and enhance it through their design

ask whether size does matter. Sometimes, brochures are produced purely to pass ‘the weight test’. The company and its products must be seen to have substance, but more isn’t always the answer, especially not more words

look for time-dependent references in the copy that may make your brochure obsolete. If you plan to reprint next year, then a quote from this year’s Times might be ok, but be careful if your brochure has to have a longer life

decide what you want your prospect to do next. Return a card, check your web site, call a salesperson, ask for more information or what-have-you…Then design your copy to make it happen. It may be enough that you have handed over the brochure and that your prospect can pass it round to his fellow directors

aim to have your brochure read by as many of your audience as possible. That means making it intriguing. People must be curious to read your words. Stimulating that curiosity may not be easy. If you are in doubt about the tone you should adopt or how to present your product, hire a writer

repay your reader. Don’t resort to cheap tricks (Win a million inside!) unless you can deliver. Your reader is investing time in your brochure. Provide the information he needs in order to make a choice

be honest about what your product is. Creativity in presenting your product or service in the best possible light is important. It is also important not to mislead. A disappointed enquirer will tell everyone he has been cheated. If your product is for lion-tamers, don’t try and sell it to dentists

establish what you really need. Brochure or magazine? Folder or report on your activities?

make sure that your brochure fits in with other marketing material you use. It should have a strong family resemblance and a similar tone to advertising and direct marketing, for example

do all this and be exciting, too. Dull doesn’t do anything for anyone


Collateral for Barclays MoneySkills


Azure Wealth provide financial management for elite clients. Now, their corporate literature shows how they are different.

Our design work for Azure (carried out in conjunction with marketing consultants, Crimea River) was based around the idea that Azure not only understand the global financial landscape, they understand the world in which their clients live.

Many wealthy people today live international lives. They need financial management that is responsive to their distinctive needs. So, our brochure for Azure points up how the company is different, preferring to establish their credentials by highlighting their personal approach, rather than through lengthy presentations or technical-speak.

Our design work is understated, slightly quirky in its use of typography, a little more imaginative than one might expect in terms of the way it is illustrated.

Azure Wealth are a different kind of wealth manager. Our design makes that point, and helps support their position as experts in the evolving world of global wealth. www.azure-wealth.com

Azure Wealth have a new corporate brochure, designed and produced by us