Going evergreen: How investing in strong design can build a better brand

An evergreen project is one that has the potential to remain relevant for a long period of time. In many cases, these projects incorporate the use of traditional design techniques to create an impactful visual representation of a message or brand. It’s tempting to follow trends when it comes to designing new print collateral, updating your website or attempting a brand redesign, but it’s important to distinguish between a passing trend and timeless style.

The benefits of designing an evergreen project are numerous. For starters, they require less maintenance because once the design is complete it will remain relevant over time. Additionally, evergreen projects typically have a lower cost since they don’t need to be updated or changed frequently. The timeless style can also help strengthen brand identity, awareness and continue to produce results and increasing value over time.

In order to be successful, evergreen projects need to incorporate certain elements that will ensure their longevity and ability to remain relevant. These include a timeless color palette, font selection, and well designed logo.

An evergreen brand consult

Aurora recently completed a brand consulting project for Harrison Healthcare, a private healthcare startup with locations in Calgary and Vancouver. Aurora focused on ensuring the branding would stand the test of time for this growing company. 

Aurora’s design style for Harrison is mature and warm, a perfect blend for an upscale healthcare clinic. The colour palette balances sophistication and approachability, building trust and comfort for their clients. Timeless fonts and high-quality photos create a welcoming atmosphere, showcasing Harrison’s compassion and professionalism. 

We added a leaf element to their design to symbolize the relationship between clinician and patient, representing growth and progress. Further to this,  animation of the leaf signifies continuous evolution and strength, emphasizing change and growth for a healthy connection.

Strategic use of photography visually communicates Harrison’s core messages and values, while incorporating a diverse collection of people that humanizes the brand, making it relatable, approachable and a vision of health and vitality.

10 tips for successful evergreen projects

When thinking about your own evergreen project, there are a few tips to keep in mind that will help you create something that stands the test of time.

  1. Think about how the design can be adapted over time without losing its original intent or message.
  2. Make sure to choose a timeless colour palette and font selection that will remain relevant for the foreseeable future.
  3. Keep your design simple and straightforward so that it can be easily understood.
  4. Trends come and go, so it’s important to recognize which have a timeless quality.
  5. Follow colour and type practices that will adapt well to future accessibility mandates and ensure your design can be used by everyone.
  6. Build design based on foundational design principles, including balance, white space, unity, contrast and more.
  7. Be consistent across all mediums to create a cohesive feel.
  8. Highlight a single element.
  9. Consider your audience. Some demographics will allow you to lean into “trendy” design elements, while others will remain true to tradition.
  10. Consider how internal teams will handle brand elements on their own. Can they stay within the branding guidelines easily without needing design, marketing or communications to provide support? This often includes presentation design templates, logo use and more.

Logos are a particularly popular evergreen project because they are tied to your organization’s identity and should be used to represent your brand for many years without needing to be changed.

Be real about your brand

Ask yourself, how can we ensure our brand pieces reflect our brand identity and values? Your brand identity and values should be consistent across all brand pieces, including visual elements and messaging. Consider your brand’s personality, tone, and voice, and use these to guide your creative decisions. If you’re engaging with a design agency, ensure they are considering all aspects of your brand before starting your project.

Measuring success of an evergreen project

Measuring the impact of a communication design project can be tricky, but it’s important to understand the effectiveness of your work. One way to measure the success of an evergreen project is by tracking user engagement over time. Additionally, you can monitor metrics such as website traffic or page views to gain insight into how your project is performing. Don’t be afraid to ask for feedback from users in order to understand what resonates with them and make changes accordingly. Lastly, work with an agency who has experience creating evergreen design and will steer clear of what’s trending and instead find the right fit for your brand.

In order to be successful, evergreen projects need careful planning and consideration.

If you’d like support or someone to lead your evergreen projects, please get in touch with us at Aurora. We are passionate about creating designs that stand the test of time and make your organization stand out.