Project: "BusinessWeek Re-Design"
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 : -

Entry Description: 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.

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