Designer(s): Executive Creative Directors: Gary Koepke and Lance Jensen; Senior Designer: Bruce Crocker; BusinessWeek Art Director: Andrew Horton , United States
Category: Print, Professional
User's Profile : -
The business problem:
Aging subscription base.
Not attracting younger subscribers (the next C-suite).
Increasing irrelevance at the newsstand.
Lack of logic between Web and print content.
Impending launch of Conde Nast’s Portfolio magazine.
The discovery approach:
Extensive research, auditing, and exploration of business content delivery vehicles, usability, and reader profiles.
The solution strategy:
Define the BusinessWeek brand as the go-to source for “Rapid Fire Business Ammunition”
The design process:
Examine content flow and structure.
Evaluate subscription and newsstand dynamics.
Develop brand attributes.
Define a design criteria as a benchmark to reference during the process.
Pull the magazine apart and reassemble it in a more useful way, including executive summaries and cross reference tools.
Create a look and feel that reflects the solution strategy of “Rapid Fire Business Ammunition.”
Translate and scale the new brand thinking to reflect Web and international content.
About the Designer/Company
No information has been provided