- 95 -
COLOUR CHANGES
EVERYTHING
ROB FLETCHER TALKS ABOUT
HOW A SPLASH OF PURPLE
LIFTED HEALTHSPAN’S BRAND...
When we looked at the
competitive landscape, we
realised how many brands use
clinical white backgrounds
with smiling faces or people
skipping along a sunny beach.
We wanted a completely
different feel that was friendly
and approachable, as well as
one that would stand out.
We played with both white
and purple as we developed the
ads. White was very strong and
was an ideal background colour
for the characters: it made
them stand out, and looked very
cool. However, we went with
the purple in the end because
it was different to anything we
had seen before and added
consistency across all media.
It proved to be a strong brand
colour and worked brilliantly in
consumer testing. At first it was
hard to create the characters
against this colour, and to get
them to pop. But using trial and
error we got there in the end.ABOVE
Frames from the
storyboard isobel
created, along with
three early treatments
of the pill characters.
RIGHT
In this frame, isobel
toned down the
realism of the pill
colours to see if
it still worked.
BELOW
Two tests to see how
different backdrops
affect the pills,
because of their
transparency.