Design Solutions: Dorothy Ley Hospice

The Dorothy Ley Hospice is a volunteer-based community service organization offering compassionate care to people living with the challenges of a life-limiting illness or loss. Its goal is to provide care and support to help people to live well with their illness, access the services they need, address their fear of pain and dying, and help families through their grief and loss.

The Hospice uses a variety of print materials to build awareness of its programs in the community, provide accountability to donors, and promote fundraising and other special events throughout the year. The Hospice was looking to redesign all of its print materials to develop a consistent look and feel that would reinforce the organization's brand and make them more appealing to the various target audiences. These audiences are reached by a newsletter three times a year, direct mail, brochures, website, advertising in the local weekly newspaper and a local monthly Real Estate magazine.

DLH Connector Newsletter

Needing a clean redesign to go with a new name for their newsletter, Ken worked with the Director, Fund Development & Communications, at the Dorothy Ley Hospice (DLH) to design the DLH Connector. Starting with the February 2011 issue, the new DLH Connector is a 4-page, story driven 11X17 newsletter with large eye catching photography to engage the reader.

The first step was to design a modern template with a library of reusable graphic elements that would strengthen the organizational brand. The newsletter is produced using 4 colour process printing on 70lb Lynx Offset Text, FSC-Certified paper; accent colours are the Pantone 7489 PC green of the logo and gold secondary accent. Layout is done quickly using the template and a clean look, with well-balanced white space can be easily achieved.

With a demographic including older adults, Constantia 11pt, a serif typeface with a larger x-height, was chosen to set body text and Helvetica Neue for headlines. The Nameplate and incidental text around it is set in LTC Metropolitan Pro, the typeface used in the Hospice Logo. To attract the reader, the first page always contains a photograph connected to the lead story, and photographs are featured on all 4 pages.

DLH 2001 Art & Wine Invite

Brochures and Advertising

The Wine & Art Invitation called for a handcrafted look. The wine bottle was photographed against a white background and then given an artistic look in Photoshop. All the text was set using Constantia except for the bottle label, which was set in small caps with LTC Metropolitan Pro (used in the logo and other incidental text). As it was a small run, the 3 panel 5"x5" cards were printed using Epson giclée on a double sided 215 gsm soft matte acid free paper. The same theme was used for the design and printing of the tickets.

DLH 2011 Golf Tournament BrochureDLH Golf Tournament Brochure

The Cover of the Brochure for the 2011 & 2012 Annual Hospice Golf Classic, highlighted the Golf Course, while inside, one photograph softened the four text heavy pages which included a tear-off registration form. For consistency and to reinforce the organization's brand, the typefaces used in the brochures were the same as the newsletter – Constantia and Helvetica Neue.DLH Bed Race AdDLH Bed Race Brochure

The Annual Halloween Bed Race was a chance to have fun with type and colour while maintaining brand consistency. October Crow was chosen for the title typeface because it tied in well with the Halloween theme and was easy to read. The heading and body text again used Constantia and Helvetica Neue. The theme was carried through from the brochure/entry form to the ad which ran in a local door-drop magazine.