# Campaigns and social Campaigns, landing pages and employer branding tell the story of why Aleris exists, and Life images, which show an active everyday life, carry that story. ## Fixed and yours to adapt ### Fixed - **Campaign messages stay out of care communication.** Sales and marketing are never inserted into care or clinical communication. - **Museo Sans, or Arial as the fallback, in sentence case.** Never another typeface, and never all caps. - **The named palette colours and no others.** No arbitrary colour, and no "nearly petrol" or slightly lighter orange. - **The sender is Aleris.** The full logo, symbol and word together, sits in a corner, with no product, unit or specialist-area name added. - **The logo is placed as a file.** No tool draws it; place it afterwards. - **AI-generated images are labelled.** Used externally, they carry "illustration" or "AI-generated", and in patient-facing content they stand in for no real person or environment. - **In Denmark, written consent for all social media use.** Image use across markets follows the Aleris Group Image Guidelines. - **No text below 14px or its equivalent, and contrast that meets WCAG AA.** That is 4.5:1 for normal text and 3.0:1 for large text. ### Yours to adapt - **The symbol alone as the design.** On a tote bag, a poster or similar, the symbol may stand alone when the full logo is close by: on the other side of the bag, on the material beside it or in the premises where it hangs. - **What fills the symbol.** Full-colour photography, a petrol gradient, motion graphics or video. - **The symbol as a pattern** on graphic design, clothing and textiles, where it decorates and the logotype still states the sender. - **Which corner the logo sits in**, most often top left or bottom right. - **The image by format and country.** A poster has a single image that does the whole job, and the faces and environments reflect the clinics people meet in their own country. - **Gradients on backgrounds and visual elements.** Petrol or orange, two steps at most, with low-contrast transitions that stay in the background. ## Voice A campaign speaks as the Present Expert, like every surface that speaks as Aleris: a peer who wants to help, not a salesperson or an authority that informs. There is no channel where this is optional. Test each post, poster and headline against one question: does this feel written for me in my situation? - **Do · A landing-page heading that says what the reader gets.** It goes straight to what the reader is there for. - **Don't · A heading built on a slogan or on words of pride about Aleris.** It tells the reader nothing about what they get. - **Do · A post that begins with the reader and what they need.** It starts where the reader is, before anything about the clinic or the department. - **Don't · A post headline that ends in an exclamation mark.** The warmth sits in having thought through what the reader needs, and an exclamation mark adds none. ## Imagery Life images show what care is aimed at: an active life, community and everyday moments that work. They show the result of care, warm and bright without becoming sentimental, and they are about life rather than about Aleris. Employer branding shows the work environment and culture, with the employee at the centre. - **Do · A person cycling on an ordinary day, as the image on a campaign poster.** It shows the result of care, warm and bright without becoming sentimental. - **Don't · A campaign image that looks like an advertisement for the outdoors.** Life images show an ordinary life that works, not an idealised version of it. - **Do · A photographed portrait of a real colleague in a recruitment post.** It shows the person as they look in reality. - **Don't · An AI-generated portrait of a colleague.** Portraits of employees are photographed, so that people can trust the person in the image is the one they meet. ## Logo Before the symbol stands alone as the design, ask whether the reader will meet the full logo close by: on this surface, on its other side, on the material beside it or in the premises around it. If not, and there is room for the wordmark, use the logotype. - **Do · The symbol filled with a photograph, large on one side of a tote bag, with the full logo on the other side.** The reader meets the full logo on the same bag. - **Don't · The symbol with a campaign line set beside it.** A symbol carrying text beside it becomes a substitute logotype, at any size. - **Do · The symbol as a repeating pattern on clothing, with the logotype where the sender is stated.** As a pattern the symbol is context, and the logotype is what identifies. - **Don't · The pattern scaled down until it reads as a row of small marks.** At that size it stops reading as a texture and starts reading as a mark. ## Typography Give a campaign headline its presence with size and weight: Museo Sans bold 700 at a larger size, or, as an exception, light 300 at 40px and above. Before reaching for black 900, try 700 at a larger size. The petrol gradient may fill a headline set as h1 or h2, and no other gradient fills text. - **Do · A campaign headline in Museo Sans bold at a larger size.** Weight and size give the headline presence in the brand typeface. - **Don't · A display typeface bought for the campaign headline.** Another typeface makes the material look like something other than Aleris. - **Do · A poster headline in sentence case.** Sentence case holds for a headline as it does for every heading, button and label. - **Don't · A poster headline in capital letters.** All caps makes the letters uniform, so the eye loses the word shapes that help it read quickly. ## Check before you publish - **Read it as the person it is for.** It is finished when it feels written for them in their situation. - **Measure the logo's clear space.** Half the logo's height stays free on every side, measured against the logo at the size it is reproduced. - **Look at the logo against its background.** It sits unaltered on a calm ground with enough contrast, with no shadow, glow or outline added. - **Find every AI-generated image.** Each one used externally is labelled "illustration" or "AI-generated", and one that could be mistaken for real says so in its caption or alt text. - **Check consent for Denmark.** Social media use in Denmark needs written consent. - **Strip photo metadata.** Location, camera and time data come off before publishing, because a photo taken at a clinic can carry GPS coordinates. - **Check the contrast and the smallest text.** Text meets 4.5:1, large text 3.0:1, and nothing is below 14px or its equivalent.