Case Study: How Mind are empowering staff and local Minds to create their own artwork

May 17, 2018

Mind is a mental health charity providing advice and support to anyone experiencing a mental health problem.

As well as national and regional teams Mind has a network of 135 Local Minds, independent organisations who they work in partnership with. They also have 150 charity shops in England and Wales.

The central Communications team at Mind are responsible for managing all requests for artwork from different teams across the organisation. They were spending a huge amount of time repurposing artwork with simple text or image updates, often with a lot of back and forth discussing minor feedback. Some artwork was updated in-house but also outsourced to freelancers which tended to increase both the time and cost of production.

Challenges

Mind wanted to devolve the responsibility of producing comms material amongst teams to speed up the production process but equally to help empower and enthuse people to create their own artwork. They needed a system which would guarantee that everything produced would be on-brand, and would also be extremely easy to use.

In March 2017, Mind chose BrandStencil for their branded template system. We created them a platform that can flex and evolve to meet their needs. With a set of templates that are perfectly on-brand and have restricted inputs and assets, they can enable creators to make artwork without needing to understand (or break!) the brand rules.

Solutions

We’ve also created multiple installations of the platform, meaning that creators can easily access the templates from within their existing environments.

The first template we created was for Mind’s most requested artwork, email footers. The team were producing a large number of these each week, with very minor changes depending on teams, areas of work and brand messaging.

Multiple variations

The email footer template needed a level of customisation that let creators feel they could put their own stamp on their artwork.

To provide maximum flexibility we combined three style variations into one template: plain, illustration or image. With illustrations or images the creator can choose from a large library, giving them even more opportunity to make something that feels unique - while the central Comms team are still ultimately in control of the design.

We created three 3 background colour options (which automatically update the font colour) and 3 logo options, standard, Welsh or bilingual.

This single email footer template was a quick win for Mind. Now their creators can produce 48 variations from the same template, and that’s not including all the illustration or image variations. Just this one template has greatly reduced the workload for the central Comms team, and helped to get end users excited about using a new template tool.

Mind knew that they wanted Local Minds to have access to separately create their own branded templates, ideally through their own extranet. The resources they needed would be different to those of the central teams.

Multiple installations, integrations and themes

It is possible to create multiple ‘installations’ of BrandStencil with their own theme and using log-in credentials through different systems. This meant we were able to create a Local Mind installation, themed to match the look and feel and embedded in the extranet.

Single sign on was enabled so that each Local Mind user can access BrandStencil within the extranet, without needing to log in separately. We can also use their sign on information to pre-select values within each template, e.g. logo and contact details, making the creation process even easier.

All resources in BrandStencil (templates, assets and images) can be assigned to teams to enable access. This means that every person will only see the resources that they need to use.

Local Mind teams are created using information pulled through in the single sign on, eliminating any administrative time needed to manage the teams.

Mind had a few hundred images they wanted to make available for use within their artwork. We uploaded all their images into the BrandStencil Image Library and Mind have categorised them using the in-built category management tool.

Utilising teams

All resources in BrandStencil (templates, assets and images) can be assigned to teams to enable access. This means that every person will only see the resources that they need to use. Local Mind teams are created using information pulled through in the single sign on, eliminating any administrative time needed to manage the teams.

Image library

We created ‘Collections’ - sub-sets of images that can be associated with individual templates. Mind are able to manage each collection, meaning they can keep the library of images or illustrations up to date and evolving, and can use team permissions so each creator will only be able to use images that are relevant for their role or area of work.

Mind have seen a great uptake in using BrandStencil so far. From March 2017 until January 2018 they have created 534 pieces of artwork, with the average per month constantly increasing. The feedback from Local Minds has been really positive and there is genuine excitement about creating new templates to continue helping everyone in the organisation easily produce on-brand material.

Results

They’ve already saved around £9,000 in the first year and are expected to save at least £15,000 in year two. There’s also been a significant time saving of 1,113 hours which is equal to 46 working days or 6.5 working weeks!

Find out how we worked this out using our ROI calculator.

“BrandStencil were the most competitive price by a long way. They have a flexible approach and are very willing to make developments to suit our needs, in the most cost effective way possible. They also provide excellent account management. Their products were also the best fit for us as we were looking to create materials we could professionally print as well as use online or print in the office.”

Hannah Dennett, Communication Manager - Mind