Frequently asked questions
Why does the RNLI need a Creative Toolkit?
The Creative Toolkit brings together the RNLI's Brand Guidelines with resources related to the organisation's external-facing digital properties. We have followed the lead of organisations such as the BBC in defining our approach. The RNLI Creative Toolkit serves six main functions:
- To enable stakeholders throughout the RNLI to commission sites, section, pages and components quickly and cost effectively
- To enable the RNLI's Creative Services team consolidate their latest thinking on brand architecture, visual identity and tone of voice in a flexible and accessible space
- To enable the RNLI's Digital team to present a single point of reference for digital content creation on RNLI.org and related properties. We believe that understanding concepts such as grids and responsive design, in addition to presenting a shared taxonomy around components and templates will help projects move faster and overall quality to rise
- To enable RNLI content creators to quickly access the house style guide, brand and tone of voice guidelines: supporting brand consistency while reducing burden on the Creative Services team
- To provide suppliers of the RNLI with up-to-date assets and guidelines to increase the speed and quality of their work, while reducing costs around rework
- To express how the RNLI's values (Trustworthy, Courageous, Selfless and Dependable) are reflected in transparent design and knowledge sharing practices
Who has created the guidelines covered in the Creative Toolkit?
The Digital team have created digital-related copy, sometimes in partnership with Creative Services (especially where things might get too technical).