SMC^* is a global industry-leading private medical treatment provider with 20 specialist centres across the UK. On the HCP side, SMC prides itself on leading the niche of its industry with advanced medical technology and exceptional experts, while on patient-facing channels focus is on providing exceptional care throughout treatment.

Initially, each version of a brochure was designed from an output-specific perspective. Editorial-style portrait coffee-table brochures for print and digital-first landscape brochures for download — for an audience which largely views from PC rather than mobile.

The print brochure and its digital counterpart for each service area were created one after the other, or simultaneously if sharing the same delivery date, this was creating double the work than creating a print or digital brochure alone. 

Either one must be approved before the other is started, then adapted for the alternative purpose, in which case the project is delayed in the middle on account of multi-stage approval, or else each is designed simultaneously, leading to duplicated tasks for the content team and in design.

A digital-first hybrid brochure system for expediting the creation and reformatting process of a print and digital brochure suite.

A new process was introduced for brochure set creation; starting with  'digital in mind' hybrid brochure template where the brochure is first  designed in CMYK, DPS format with print pagination. Brochure guidelines are provided to aid in cover design and taxonomy, layouts and  photography selection, along with a client-approved example of each brochure type in both print and digital formats.

Digital brochures enter design only after the print brochure is approved by the client. A duplicate is then created and transitioned using a new step-by-step guide on how to transition brochures from print to digital formats with ease and speed.