Tag Archives: aimée creative

14 Sep

latest work – print

NICE Report Cover

NICE-Report-Alternative-Cover-idea NICE Report Beginning

Freelance writer Susan Bentley contacted Aimée Creative in Spring to design the 2014 NICE Citizens Council report. NICE (National Institute for Health and Care Excellence) provides national guidance to improve health and social care in the UK. Together with the facilitators Pete Spriggs and Mandy Sims, from Clearer Thinking, Susan worked with NICE and the NICE Citizens Council (a panel of thirty members of the public that largely reflect the demographic characteristics of the UK)  to produce a report from a two day meeting that explored a question on what societal values should be taken into consideration when looking at trade-offs between equity and efficiency.

As an observer at the meeting, Susan noted group conversations, individual comments and also interviewed Council members. She then worked closely with NICE to turn her meeting notes into a written report. This report was then sent for design.

The report would be presented to the NICE Board and shared on the NICE website. It therefore needed to look professional but also needed to demonstrate that the written/spoken ideas had come direct and unaltered ‘from the people’. To convey this report was given some depth and designed to look like the extracts  from the day (photos, flipchart notes, documents, slips of paper with definitions on them) had been physically pinned or glued within the pages of the report.

Picture 12 Picture 11

A hand drawn drawing pin illustration was used to pin elements to the page, whilst a speech bubble was created which accompanied individual quotes throughout the report. The same speech bubble illustration was used to create simple info-graphics that would collect together the ideas spoken by the group as a whole, on given subjects. These elements helped create clarity to the text and direct the eye to key parts of the text.

Initially the colour scheme for the report was inspired by colours taken from the NICE website (dark blue & yellow) but NICE wanted the report to be more vibrant, suggesting a series of bright colours to experiment with before finally selecting the purple and green option. A couple of cover designs were also created, before NICE selected their favourite version.

The report has now been published and is available to view on the NICE website

Collaborators / Credits:
Susan Bentley – Copywriting & Project Management www.susanbentley.com
Pete Spriggs and Mandy Sims – Clearer Thinking facilitation  www.clearerthinking.co.uk


30 Oct

past projects – branding, print and web





Aimée Creative worked closely with Demsoc (The Democratic Society) to design posters and flyers, and the concept for an interactive one-day public exhibition and online project as part of TedX Brighton 2013.

The theme for TedX was ‘Pass It On’  it explored Legacy & Heritage: What was, what is, what will be and what could have been. As part of the event the Ideas Lab made a return to the Dome Foyer, inviting the public in to join TedX delegates and think about the theme of legacy & heritage on a more interactive level.

The question was asked to the people of Brighton ‘What does democracy mean to you and what place does it hold in our future?’ with the challenge to choose just 3 words to describe exactly that.

Sounds and Images were used throughout the day to create a growing representation of the answers received. These were showcased both on and offline- to invite further discussions about ‘what democracy means to you’ on the 28th October 2013.


To see the answers given online visit