(POMP Forum 2012) Simon Brown: Dizajn kot ključni element vsebinskega marketinga

&&& Creative. Unit 11, 5 Durham Yard, Bethnal Green, London, E2 6QF, United Kingdom Studio: +44 (0)207 739 2135

[email protected]

During this conference we have all heard a lot about the principles of ‘Content Marketing’ from producing it to measuring it, but I think its imperative that we contextualize why content has been responsible for a revolution of a business sector and why now more than ever Content is King and Design is it’s Queen.

In recent years there has been a societal shift in the way we all communicate. This has been instigated by the swift adoption of globalised technology and affordable devices. This shift has arguably initiated the biggest societal exchange of content since the invention of the Gutenberg Printing Press. The immediacy of digital technology and its swift growth has had a drastic effect on the way we all consume content. From an audience perspective it has put them in control, free or cheaper content has become an expectation and impatient a side effect. From a business perspective it has forced a realization non-platform specific content is it’s most valuable asset.

This change has drastically affected the role of a designer and created a void between print and digital design disciplines. But what I am going to present to you is the fact that the responsibility of design to deliver content effectively has not changed. If anything it has become more important than ever! And today is steeped in

design heritage. The key is to understand that great content thrives with great delivery or great content dies with poor delivery. It’s the delivery bit that is equally as important as content itself, its countries like Slovenia that could reap the benefits by learning from our successes and most importantly our mistakes. CHALLENGE DESIGN FACEWith the rise of digital, the designers biggest issue is not multi platform designing or API integration or merely a cross over from print to digital. It’s that everyone has access to design tools, therefore validating them as a designer. Design is not purely about aesthetics. It’s about finding delivery mechanisms for Content that are appropriate. In the digital world it’s more complex as content delivery is intertwined with personal opinion and third party pathways to content.

To start my talk I actually don’t want to show you any of our design I want to show you how you emotional engage with content through design.

Content is King, Design is it’s QueenPOMP - Forum 2012. Simon Brown, founder of &&&

http://www.andandandcreative.com

mailto:[email protected]


spotify:user:andandand_creative:playlist:4ru3Milkzt0xv8oDRn9pq6

http://www.flickr.com/photos/andandandcreative

http://www.youtube.com/user/andandandltd

http://www.behance.net/andandandcreative


http://www.facebook.com/andandandcreative

http://www.twitter.com/andandandltd

02 | Pomp-Forum Lecture #pomp2012 &&& Creative. Unit 11, 5 Durham Yard, Bethnal Green, London, E2 6QF, United Kingdom Studio: +44 (0)207 739 2135 andandandcreative.com [email protected]

IMAGE BY SIMON BROWNEmotional engagement with content through design

During the London Riots I took this image, emotionally it sums up an attitude, one of rebellion and angst. Without much knowledge to the situation it tells a story through its roadside situation through to its scrawled typography. To me it’s a great piece of design as it communicates on so many levels. Mimicking the design principles of a magazines opening spread, it emotional connects and tells a story effectively.


mailto:studio%40andandand.co.uk?subject=Pomp-Forum%20Lecture


IMAGE BY SIMON BROWNEmotional engagement with content through design

I took this image on a London River Taxi as I was so bemused by this one meter steel clad ‘Safety Plan’. What the hell is inside this tube called ‘Safety Plan’, I am really hoping its more than just a BIG plan telling me how not to drown or a map of how to get back to shore. I actually need to understand something about boats to know that this presumably a flare. It would have been better to just call it a Rescue Flare, but that’s me guessing. This is where design and narrative play an important role and the synergy between a journalist and designer is integral to delivery.




Emotional engagement with content through design

I love this email I received, at first it looks ok but think deeper. Think of the uptake in smart phones and tablets. It would be safe to assume that for a large percentage of my time I would be looking at my emails via my iphone or ipad. Now that’s a problem, How do I take a picture of a QR Code that’s on screen on my iphone when my camera is on the back? Do I call a friend?

DISSEMINATION OF CONTENT IS CRITICALDissemination of Content is integral to Content Marketing and if there are breaks or obstacles on a path to content people may never actually get to the ‘Content’. It’s not the design of the QR Code but the appropriate implementation designers need to consider. Wouldn’t a simple Hyperlink suffice in this situation or a QR Code that has an embedded clickable link? You may argue that using the QR Code is a marketing strategy but it’s a designer who has implemented this and should be the one to question its relevance.

IMAGE BY SIMON BROWN





Primoz & Igor my apologies but let’s look at a social media implementation. Here’s the tweet about my talk from the pomp-forum website, looks good, here’s hoping. Well in actual fact lets try and imagine ourselves as a follower of mine or a follower of a follower and what does it tell me. It says my name, nice. It says Pomp, nice – lets face it if you haven’t heard of either it’s quite useless. The question is would I be engaged to get to the Content via the hyper link?





At &&& we have developed a design check-list to implement the standard Twitter share button based on actions. Although this may not seem like design in its purest of sense it is an aspect of a user experience, much like in print where would place emphasis on paper stock or image colour correction we place an emphasis on experience.

So lets go through the steps:1. Alongside a client we develop a variety

of introduction texts to engage the reader. These can be picked at random.

2. The next piece of text is taken automatically from the Page Title.

3. Then we take a shortened URL of the current page.

4. Then we accredit the content to Your @username, which in turn allows clients to track comments and engage with your audience.

During sharing a user might write over this but the chance of engagement are drastically increased.

I’m looking at Page Title http://bit.ly/aky7TT @username




Work by &&&

Lets get to the bit where I can

actually demonstrate our thinking

through our work.

“ As designers we don’t have a house

style we have a house process

of thinking about design. We

view ourselves more like editors,

condensing complex information

into appropriate visual narratives.”

Slavoj Žižek

Representation of complex ideas

Being in Slovenia it seemed only appropriate to show a book cover series for someone I am sure you will all know, the Slovenia philosopher Slavoj Žižek.

As designers we don’t have a house style we have a house process of thinking about design. We view ourselves more like editors, condensing complex information into appropriate visual narratives. Our methodology starts with reading and understanding content.

Our role was to take a series of books and repackage them as a complete series of the Essential Zizek. The problem we faced with this project was you couldn’t get more complex thinking or narrative than that of Zizek.

The bigger thinking was how to condense the book into a visual language. Portraying the complexities of the book in a single image that could work across a series.




Readers Digest

& Humana collaboration

Understanding the audience,

message and tone of voice

We are interested in what makes engaging appropriate design and have boiled this down into a simple check-list we use for all our projects.

1. Understanding the audience2. Understanding the message3. Finding a visual tone of voice

We also evaluate why designs are better than others based on this check-list and secondly on aesthetics.

We where invited to redesign this magazine as it did not resonate with the audience. What we had to do was deconstruct the design and evaluate the design decisions.

nutrition

New reSearch on foods that heal or harm

The 3 rULeS of eating well

TiPS aNd meNUS for great everyday meals

PLUS The TrUTh about carbs, sugar, fat, and salt

made simple

Mankind has been eating ever since, well, the dawn of mankind. So you’d think we’d know a fair amount about what’s in our food. But the reality is that an accurate, scientific understanding of nutritrion only began to emerge in the 1980s. Since then, our knowledge has exploded. Today we know how food affects our heart and arteries; about “micro” nutrients in fresh foods that work like medicine; and how manufactured additives to our food might be affecting us. It’s fascinating stuff, and life enhancing, too! For proof of both, just read ahead. Nutrition Made Simple covers exactly what you need to know about healthy eating—the lastest news, the most current thinking, and lots of tips on how to turn that knowledge into action. By that, we mean eating joyfully and healthfully, each and every day. You’ll find that eating well doesn’t mean eating less.

Nutrition Made Simple is one of several new guides being created by Reader’s Digest and Humana. Each one gives you a snapshot of a key health topic. We hope you enjoy reading them, and find lots of ways to put knowledge into action. You have only to gain by it!

Neil Wertheimer Editor in Chief, Reader’s Digest Health Publishing

TKTK Editor in Chief, Humana Healthy Active Outlook

4 5

Part 1

The Newest LearningsIf you went to a convention of dieticians and food researchers, what would the experts around you be talking about? Chances are good that several of the following topics would come up. These are some of the trends, research findings, and new perspectives that are reshaping our vision of what is and isn’t healthy eating.

6 7BEWARE THE HIDDEN SALTTHE NEWEST LEARNINGS

Beware the Hidden SaltTrue or False: Most of the sodium in your diet comes from your salt shaker.

If you answered “true,” you’re in good company. Half of the people in a recent nationwide survey thought the shaker on the kitchen table was their biggest sodium offender. And that’s a downright dangerous falsehood.

Sodium is the element in salt that makes everything from french fries to popcorn to salted caramel ice cream taste, well, salty. Our bodies need modest amounts of sodium and when used in moderation, salt adds brightness to flavors.

Trouble is, for many people, excess salt causes blood pressure to rise. At the same time, the food industry has learned that the more salt they put in food, the more they sell. We’ve learned to crave salt. The result: Most of us now eat more than twice as much sodium as we need. We get close to 3,600 milligrams (mg) a day, according to the federal government, while most people age 51 and older should get just 1,500 mg a day—less than the amount of sodium in a teaspoon of salt.

As health groups like the American Heart Association (AHA) urge Americans to cut back on sodium, knowing where it hides out matters—especially if you have high blood pressure or are at risk for it (as 90 percent of Americans older than 55 are!).

The truth: Just five percent of the sodium in our diets comes from the salt shaker. A whopping 75 percent comes from processed and prepared foods—like tomato sauce, canned foods, and condiments, as well as take-out pizza, restaurant meals, and fast food.

Restaurants use a lot of salt. A full-sized meal at many national chain restaurants can often contain over 5,000 mg of salt, more than three times the amount you should get in an entire day.

This “new learning” gets top billing in this bulletin because trimming sodium from our diets could save tens of thousands of lives each year, according to health experts. The good news: Twenty-eight major food makers and sellers—including the Campbell Soup Company, Heinz, Kraft, and snack maker Snyder’s-Lance—have pledged to cut the overall sodium levels in their foods by 25 percent in the next five years. And many chain restaurants are offering healthy menus with more modest sodium levels.

That’s a great start. But don’t wait for the food industry to solve the problem. Start now at home by choosing more no-sodium and low-sodium versions of foods you enjoy (such as canned beans and canned soups). In time, you’ll lose your taste for high-salt foods.

Sea Salt or Table Salt?

Neither. Though 61 percent of people in one recent survey thought sea salt was lower in sodium, it’s not. Sea salt and table salt have the same amount of sodium.

this orthat

1

6 7BEWARE THE HIDDEN SALTTHE NEWEST LEARNINGS

Beware the Hidden SaltTrue or False: Most of the sodium in your diet comes from your salt shaker.

If you answered “true,” you’re in good company. Half of the people in a recent nationwide survey thought the shaker on the kitchen table was their biggest sodium offender. And that’s a downright dangerous falsehood.

Sodium is the element in salt that makes everything from french fries to popcorn to salted caramel ice cream taste, well, salty. Our bodies need modest amounts of sodium and when used in moderation, salt adds brightness to flavors.

Trouble is, for many people, excess salt causes blood pressure to rise. At the same time, the food industry has learned that the more salt they put in food, the more they sell. We’ve learned to crave salt. The result: Most of us now eat more than twice as much sodium as we need. We get close to 3,600 milligrams (mg) a day, according to the federal government, while most people age 51 and older should get just 1,500 mg a day—less than the amount of sodium in a teaspoon of salt.


The truth: Just five percent of the sodium in our diets comes from the salt shaker. A whopping 75 percent comes from processed and prepared foods—like tomato sauce, canned foods, and condiments, as well as take-out pizza, restaurant meals, and fast food.

Restaurants use a lot of salt. A full-sized meal at many national chain restaurants can often contain over 5,000 mg of salt, more than three times the amount you should get in an entire day.

This “new learning” gets top billing in this bulletin because trimming sodium from our diets could save tens of thousands of lives each year, according to health experts. The good news: Twenty-eight major food makers and sellers—including the Campbell Soup Company, Heinz, Kraft, and snack maker Snyder’s-Lance—have pledged to cut the overall sodium levels in their foods by 25 percent in the next five years. And many chain restaurants are offering healthy menus with more modest sodium levels.

That’s a great start. But don’t wait for the food industry to solve the problem. Start now at home by choosing more no-sodium and low-sodium versions of foods you enjoy (such as canned beans and canned soups). In time, you’ll lose your taste for high-salt foods.

Sea Salt or Table Salt?

Neither. Though 61 percent of people in one recent survey thought sea salt was lower in sodium, it’s not. Sea salt and table salt have the same amount of sodium.

this orthat

1

8 9HOW YOU COOK SEAFOOD MATTERSTHE NEWEST LEARNINGS

Save Big On SodiumCut the salt, not the taste with these clever swaps.

Instead of this... Choose this Sodium savings

Catsup on a burger, 1 tablespoon

Fresh tomato slice 166 mg

Canned chicken broth, 1 cup

Low-sodium broth 720 mg

Regular soy sauce Sodium-free seasonings 1,006 mg

Bottled Italian dressing, 2

tablespoons Make your own 505 mg

Regular vegetable juice, 1 cup Low-sodium 513 mg

Jar pasta sauce, 1 cup No salt added 1,034 mg

Salted almonds Dry-roasted almonds 96 mg

Pretzels, 1 ounce Handful of baby carrots 380 mg

Packaged rice mix, 1 serving

Plain brown rice, salt-free 950 mg

Cottage cheese Plain yogurt 729 mg

Clever IdeaLove fish, hate the cleaning up? Cook in foil packets. Use large squares of aluminum foil big enough to wrap a single filet or salmon steak. Place one piece of fish on each square, top with seasonings like garlic, tarragon, or a shake of dill. Add lemon or orange slices and a tablespoon of orange juice to each. (You can also add thinly sliced vegetables like carrots, onions, or peppers.) Wrap up the foil, completely enclosing the fish, twisting ends to seal. Cook on a baking sheet in a preheated, 350°F to 400°F oven until done (15 to 35 minutes, depending on thick-ness of the fish).

2How You Cook Seafood MattersFish lovers, rejoice! Delicacies from the deep can help protect against strokes and heart failure, new research shows. The catch? You need to know which cooking styles preserve seafoods’ health benefits—and which to avoid.

In a recent Emory University study, eating non-fried fish reduced risk for a stroke by as much as 30 percent. But fried fish—fast-food fish sandwiches, fish sticks, and greasy baskets of crispy-fried seafood—increased the odds. Researchers from Northwestern University recently found a similar pattern with fish and heart failure. Women who ate baked or broiled fish high in good fats (like salmon)

DESIGN BEFORE




Three Steps to Eat Right,Smile More

New FiNdiNgs

eat Much More Fruit

& Veggieschocolate

that’s good

For youcoFFee

caN help, too

the truth about carbs,

salt & Fat

Healthy Eating

A health plan with a Medicare contract.Y0040_GNHH4OUHH FILE & USE MMDDYYYY

Healthy Living

Bulletin

3Healthy Eating Made Simple

Mankind has been eating ever since, well, the dawn of mankind. So you’d think we’d know a fair amount about

what’s in our food. But the reality is that an accurate, scientific understanding of nutritrion only began to emerge in the 1980s. Since then, our knowledge has exploded. Today we know how food affects our heart and arteries; about “micro” nutrients in fresh foods that work like medicine; and how manufactured additives to our food might be affecting us. It’s fascinating stuff, and life enhancing, too!

Nutrition Made Simple is one of several new guides being created by Reader’s Digest and Humana. Each one gives you a snapshot of a key health topic. We hope you enjoy reading them, and find lots of ways to put knowledge into action. You have only to gain by it!

Neil WertheimerEditor in Chief, Reader’s Digest Health PublishingTKTK Editor in Chief, Humana Healthy Active Outlook

Editor's Letter

4 5Healthy Eating Made Simple Healthy Eating Made Simple 4 Healthy Eating Made Simple

The Newest LearningIf you went to a convention of dieticians and food researchers, what would the experts around you be talking about? Chances are good that several of the following topics would come up. These are some of the trends, research findings, and new perspectives that are reshaping our vision of what is and isn’t healthy eating.

56 7Healthy Eating Made Simple

Beware the HiddenSaltTrue or False: Most of the sodium in your diet comes from your salt shaker.If you answered “true,” you’re in good company. Half of the people in a recent nationwide survey thought the shaker on the kitchen table was their biggest sodium offender. And that’s a downright dangerous falsehood. Sodium is the element in salt that makes everything from french fries to popcorn to salted caramel ice cream taste, well, salty. Our bodies need modest amounts of sodium and when used in moderation, salt adds brightness to flavors. Trouble is, for many people, excess salt causes blood pressure to rise. At the same time, the food

industry has learned that the more salt they put in food, the more they sell. We’ve learned to crave salt. The result: Most of us now eat more than twice as much sodium as we need. We get close to 3,600 milligrams (mg) a day, according to the federal government, while most people age 51 and older should get just 1,500 mg a day—less than the amount of sodium in a teaspoon of salt.


The truth: Just five percent of the sodium in our diets comes from the salt shaker. A whopping 75 percent comes from processed and prepared foods—like tomato sauce, canned foods, and condiments, as well as take-out pizza, restaurant meals, and fast food. Restaurants use a lot of salt.

A full-sized meal at many national chain restaurants can often contain over 5,000 mg of salt, more than three times the amount you should get in an entire day. This “new learning” gets top billing in this bulletin because trimming sodium from our diets could save tens of thousands of lives each year, according to health experts.

The good news: Twenty-eight major food makers and sellers—including the Campbell Soup Company, Heinz, Kraft, and snack maker Snyder’s-Lance—have pledged to cut the overall sodium levels in their foods by 25 percent in the next five years. And many chain restaurants are

This or ThatLove fish, hate the cleaning up? Sea Salt or Table Salt?Neither. Though 61 percent of people in one recent survey thought sea salt was lower in sodium, it’s not. Sea salt and table salt have the same amount of sodium.1

Part 1 | The Newest Learning

8 9Healthy Eating Made Simple

and heart failure. Women who ate baked or broiled fish high in good fats (like salmon) were at lower risk for heart failure (when your heart can’t pump blood efficiently). But those who ate fried fish at least once a week increased risk by 48 percent.

What’s up with frying? Dunking fish in hot oil may leach out the good fats, omega-3 fats, found in many types of fish. And the types of fish typically served up fried, such as cod, tilapia, and flounder, are often lower in these omega-3 fatty acids to begin with. That’s important information to have, because omega-3s may protect against strokes and heart failure in four ways: They help keep blood pressure and cholesterol levels within a healthy range, they ease body-wide inflammation, and they discourage blood clotting. Ready to go fish? At home or in a restaurant, get

Fish lovers, rejoice! Delicacies from the deep can help protect against strokes and heart failure, new research shows. The catch? You need to know which cooking styles preserve seafoods’ health benefits—and which to avoid. In a recent Emory University study, eating non-fried fish reduced risk for a stroke by as much as 30 percent. But fried fish—fast-food fish sandwiches, fish sticks, and greasy baskets of crispy-fried seafood—increased the odds. Researchers from Northwestern University recently found a similar pattern with fish

Great ideaLove fish, hate the cleaning up? Cook in foil packets. Use large squares of aluminum foil big enough to wrap a single filet or salmon steak. Place one piece of fish on each square, top with seasonings like garlic, tarragon, or a shake of dill. Add lemon or orange slices and a tablespoon of orange juice to each. (You can also add thinly sliced vegetables like carrots, onions, or peppers.) Wrap up the foil, completely enclosing the fish, twisting ends to seal Cook on a baking sheet in a preheated, 350°F to 400°F oven until done (15 to 35 minutes, depending on thickness of the fish).

How You Cook

Seafood Matters


10 Healthy Eating Made Simple

Instead of this... Choose this. Sodium Savings

Ketchup on a burger, 1 tablespoon

Fresh tomato slice

166 mg

Canned chicken broth, 1 cup

Low-sodium broth 720mg

Regular soy sauce

Sodium-free seasoning

1,0006 mg

Bottled Italian dressing, 2 tablespoons

Make your own 505 mg

Regular vegetable juice, 1 cup

Low-sodium 513 mg

Jar pasta sauce, 1 cup

No salt added 1,034 mg

Salted almonds

Dry-roasted almonds

96 mg

Pretzels, 1 ounce Handful of baby carrots

380 mg

11

The New AmericanFarmer: You4


You’re not imagining it. Farmers’ markets, pick-your-own farms, and backyard and community gardens are cropping up everywhere these days. Over 43 million Americans grow some of their own food (from a pot of patio tomatoes to a big spread in the backyard). Farm

stands have tripled since the 1990s. And there are now more than 18,000 community gardens across the U.S.A. This explosion couldn’t have come at a better time. Despite all the hoopla about the power of fruit and veggies to help you stay healthier and slimmer, about 70 percent of adults still don’t eat enough fruit and vegetables, according to a recent study from the Centers for Disease Control and Prevention.

One solution: Get up close and personal with your produce. New research shows that growing your own or visiting a farm stand inspires people to eat more fruits and vegetables. And the health benefits

keep on getting better. Piling your plate with produce protects against heart disease, stroke, diabetes (if you dig into leafy greens like spinach), and cancers of the stomach and colon. It can help you stay at a healthy

Great ideaLove fish, hate the cleaning up? Cook in foil packets. Use large squares of aluminum foil big enough to wrap a single filet or salmon steak. Place one piece of fish on each square, top with seasonings like garlic, tarragon, or a shake of dill. Add lemon or orange slices and a tablespoon of orange juice to each. (You can also add thinly sliced vegetables like carrots, onions, or peppers.) Wrap up the foil, completely enclosing the fish, twisting ends to seal Cook on a baking sheet in a preheated, 350°F to 400°F oven until done (15 to 35 minutes, depending on thickness of

Save Big On SodiumCut the salt, not the taste with these clever swaps.

DESIGN AFTER

Readers Digest

& Humana collaboration

Understanding the audience,

message and tone of voice




Purpose Driven Connection Magazine

Typography & structure

To give you a little background Rick Warren is the preacher who spoke before Barak Obama’s inauguration, he is a hugely influential preacher in the United States who wrote Purpose Driven which sold over 30 million copies.

We where asked to design a magazine that reflected his Churches values.

This was the job brief, however the question we posed ourselves was “If the Bible gave us modern day typography, why do religious publications today look so terrible?” We set ourselves a benchmark of excellence and taking inspiration from religious publications and contemporary magazine layouts.

Unlike most magazines we had to develop a dual navigation that would highlight content types for the reader as well as typical magazine navigation.

The typography structure and parts of the grid where based on biblical numbers with open white space allowing for annotations much like a Bible.

The photography direction and illustration was key to its success and the stories we had to communicate.

What we where able to achieve was a magazine that intelligently represented the thinking of the church, and was enthused with religion without the stereotypical shining cloud image synonymous and all to prevalent in religious design.

S H A R I N G

G R O W I N G

S E R V I N G

ER L A T I N G

K N O W I N G

Mercy Me from left:Drums: Robby ShafferGuitar: Barry GraulVocals: Bart MillardGuitar: Mike ScheuchzerPiano: Jim BrysonBass: Nathan Cochran

X X X X X X X X X X

Rock & Worship Road Show

si X toP BooKs

Notable best-selling Christian books in the United States in 2008:

1 The Shack by William P. Young

(Windblown Media, $14.99)

2 Quiet Strength by Tony Dungy

and Nathan Whitaker (Tyndale, $14.99)

3 90 Minutes in Heaven

by Don Piper with Cecil Murphey (Revell, $12.99)

4 One Month to Live by Kerry and

Chris Shook (WaterBrook, $19.99)

5 3:16: The Numbers of Hope

by Max Lucado (Thomas Nelson, $24.99)

6 Walking with God by John Eldredge

(Thomas Nelson, $22.99)

go to our weBsite

Participate in discussions about

questions and answers at purposedriven.com/askrick

PurPose driven connection styleguide graPHic elements

S H A R I N G

G R O W I N G

S E R V I N G

ER L A T I N G

K N O W I N G

Mercy Me from left:Drums: Robby ShafferGuitar: Barry GraulVocals: Bart MillardGuitar: Mike ScheuchzerPiano: Jim BrysonBass: Nathan Cochran

X X X X X X X X X X

Rock & Worship Road Show

si X toP BooKs

Notable best-selling Christian books in the United States in 2008:

1 The Shack by William P. Young

(Windblown Media, $14.99)

2 Quiet Strength by Tony Dungy

and Nathan Whitaker (Tyndale, $14.99)

3 90 Minutes in Heaven

by Don Piper with Cecil Murphey (Revell, $12.99)

4 One Month to Live by Kerry and

Chris Shook (WaterBrook, $19.99)

5 3:16: The Numbers of Hope

by Max Lucado (Thomas Nelson, $24.99)

6 Walking with God by John Eldredge

(Thomas Nelson, $22.99)

go to our weBsite

Participate in discussions about

questions and answers at purposedriven.com/askrick

PurPose driven connection styleguide graPHic elements

S H A R I N G

G R O W I N G

S E R V I N G

ER L A T I N G

K N O W I N G

c: 14m: 0 y: 70 K: 0

r: 149g: 214B: 215

c: 25m: 0 y: 80 K: 10

r: 181g: 200B: 85

c: 0m: 54 y: 16 K: 0

r: 244g: 145B: 165

c: 0m: 30 y: 65 K: 0

r: 252g: 187B: 108

c: 40m: 60 y: 0 K: 0

r: 158g: 118B: 180

tHe Five elementsPalette

PurPose driven connection styleguide colors

The five elements; This separates and navigates the audience per element type and should be reserved for this purpose in print and online. This is a large color palette and if over used will be very confusing.

Flama semiBold

abcdefghij klmnopqr stuvwyz

ABCDEFGHIJ KLMNOPQR STUVWXYZ0123456789

Flama Basics

abcdefghij klmnopqr stuvwxyz

ABCDEFGHIJ KLMNOPQR STUVWXYZ0123456789

PurPose driven connection styleguide Fonts Flama

requiem Fine HtF smallcaPs

abcdefghijklmnopqrstuvwyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

0123456789 requiem Fine HtF smallcaPs alternates

◊ √ ± ≠ ≤ ß ‰ ®

requiem Fine roman

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

0123456789 requiem Fine HtF smallcaPs alternates

◊ ± fi fl √ ≈ ≤

PurPose driven connection styleguide Fonts requiem

FTF Eudald News™ (1998–2006) A typeface specially created for newspapers based on the types cut by Eudald Pradell in Spain during the eighteenth century. Eudald News was first used by the Portuguese daily newspaper, Diário de Noticías re-designed by the Atelier Henrique Cayatte in 2006, being now used in several publications all over the world. Designed by Mario Feliciano

USAGE; Eudald as a font family has a wider than expected range. Eudald News feels more Newspaper Driven whilst the Fine and Headline version are more charismatic in their design.

eudald Fine roman


ABCDEFGHIJ KLMNOPQR STUVWXYZ

0123456789 eudald Fine roman alternates

fi fl

eudald Headline roman

abcdefghij klmnopqr stuvwyz

ABCDEFGHIJ KLMNOPQR STUVWXYZ

0123456789 eudald Headline roman alternates

fi fl

eudald/news roman


aBcdeFgHiJ KlmnoPqr stuvwXyZ

0123456789 eudald/news roman

fi fl

PurPose driven connection styleguide Fonts eudald

c: 0m: 0 y: 0 K: 40

r: 243g: 112B: 50

c: 0m: 0 y: 0 K: 40

r: 167g: 169B: 172

c: 0m: 0 y: 0 K: 40

r: 220g: 221B: 222

c: 60 m: 60 y: 60 K: 100

r: 0 g: 0B: 0

c: 0m: 0 y: 0 K: 40

r: 237g: 28B: 36

c: 0m: 0 y: 0 K: 40

r: 130 g: 127B: 89

Primary Palette

greyscale Palette

Primary Color + Grayscale; This is used to highlight content that does not fall within a specific story type.

PurPose driven connection styleguide colors




Premier IssuePurpose Driven 035

Lessons this monthsSometimes he is dis-cussing the develop-ment of his church, which has gone from 12 families in 1989 to 3,000 members today. At other times, the former high school science teacher is speaking about actual plots of earth—including Vineyard’s organic “Garden of Feedin’,” where volunteers grow more than 20 tons of potatoes, raspberries, cantaloupes, rhubarb, sage and other crops to give to needy area families.The project is part of the church’s TK-year-old environmental effort, Let’s Tend The Garden. Vineyard volunteers regularly join the U.S. Forest Servicee than 20 tons of potatoes, raspberries, cantaloupes, rhubarb, sage and other crops to give to

Lessons this monthsSometimes he is discussing the development of his church, which has gone from 12 families in 1989 to 3,000 members today. At other times, the former high school science teacher is speaking about actual plots of earth—including Vineyard’s organic “Garden of Feedin’,” where volunteers grow more than 20 tons of potatoes, raspberries, cantaloupes, rhubarb, sage and other crops to give to needy area families.The project is part of the church’s TK-year-old environmental effort, Let’s Tend The Garden. Vineyard volunteers regularly join the U.S. Forest Servicee than 20 tons of potatoes, raspberries, cantaloupes, rhubarb, sage and other crops to give to

Lessons this monthsSometimes he is dis-cussing the develop-ment of his church, which has gone from 12 families in 1989 to 3,000 members today. At other times, the former high school science teacher is speaking about actual plots of earth—in-cluding Vineyard’s or-ganic “Garden of

Feedin’,” where volun-teers grow more than 20 tons of potatoes, raspberries, canta-loupes, rhubarb, sage and other crops to give to needy area families.The project is part of the church’s TK-year-old environmental ef-fort, Let’s Tend The Garden. Vineyard vol-unteers regularly join the U.S. Forest Ser-vicee than 20 tons of potatoes, raspberries, cantaloupes, rhubarb, sage and other crops to give to

Lessons this monthsSometimes he is dis-cussing the develop-ment of his church, which has gone from 12 families in 1989 to 3,000 members today. At other times, the former high school sci-ence teacher is speaking about actual plots of earth—in-cluding Vineyard’s or-ganic “Garden of Feedin’,” where volun-teers grow more than 20 tons of potatoes, raspberries, canta-loupes, rhubarb, sage and other crops to give to needy area families.The project is part of the church’s TK-year-old environmental ef-fort, Let’s Tend The Garden. Vineyard vol-unteers regularly join the U.S. Forest Ser-vicee than 20 tons of potatoes, raspberries, cantaloupes, rhubarb, sage and other crops to give to

F EST I VA L S

Top 5 Christian Festivals in the USA between Jan and March 2008..

1Obor sit praesequat, seniam quamet, sis

nis num vendiamcommy nostrud tat numsandre tie consed molenibh

2Obor sit praesequat,

seniam quamet, sis nis n iriuscidunt ad etuerit, quat wis nullamet






seniam quamet, sis nis n iriuscidunt ad etuerit, quat wis nullame

SH A R E W I T H US

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Premier Issue Purpose Driven 118

Geri Stratman felt that support. Did it make a difference? “I sat in a group of six people, and we all had various forms of cancer,” she says. “I am the only one who is alive. I never asked, ‘Why me?’ I sometimes asked, ‘Why not me?’ Why did I survive when they were just as faith-filled and said as many prayers as I did?”

This is one of those questions that probably no one would ever be able to answer satisfactorily. And yet we keep trying. Quantifying and analyzing the effects of prayer on health has become a burgeoning field of scientific— some say pseu-doscientific—inquiry.

R esearchers have attempted to see if the efficacy of prayer can be evaluated in the same way as any other treatment, running studies in which some people

who were ill were exposed to prayer in addition to being given medicine and therapy, and others with the same illness received standard treatment. One of the first studies took place in the coronary care unit at San Francisco General Hospital in 1988. Researchers found that patients who had been prayed for by others tended to recover with fewer com-plications than those who received standard treatment with-out prayer. Their need for antibiotics was one-fifth that of other recovering patients, and they were one-third as likely to develop pulmonary swelling.

While some people question whether the findings of these studiesconstitute actual scientific proof, the results are strongly suggestive— so much so that the National Center for Complementary and Alternative Medicine of the NIH [National Institutes of Health? Spell out] has spent $6.2 mil-lion over two years to study the link between health and prayer, spirituality and meditation (UPDATE).

Those who do believe have no doubt that prayer helps to heal. A recent (UPDATE OR SAY WHAT YEAR) survey by the National Center for Health Statistics found that 43 % of the adult population had prayed specifically for their own health in the previous year, and that more than half of those

GERI STRATMAN OF OMAHA, NEbRAS-kA, DESCRIbES HERSElF AS NOT WEARING “my religion on my sleeve.” Nevertheless, at 75, when she

found out she had Hodgkin’s lymphoma, a form of cancer, she quickly began to pray. With one brother (a priest), four sisters (one a nun), and her own five chil-dren, she soon had a large number of people praying for her. She also went to the St. Peregrine Ministry, organized by the Servants of Mary Sisters, which focuses on healing prayer for the sick, especially those with cancer. Each month, this religious order receives 75 to 100 names of people who need prayers. Sister Jean Morrow, the prioress provincial of the order in Omaha, says, “It’s not that people really expect a miracle in the form of a physical cure. For the most part, they are looking for the strength that comes in knowing others care and are supporting them in prayer.”

SH A R E W I T H US

Please tell us about your Church or any

other that might want its members to par-

ticipate in this ongoing feature, The Living-

Word: members to participate in this ongoing

feature, The LivingWord: members to partici-

pate in this ongoing feature, The LivingWord:

purposedriven.com/

The worst day of the Nelson’s lives turned into months of inconsolable grieving and questioning

why God took their beloved son.

Purpose Driven Connection Magazine

Typography & structure




Cilichili Magazine & Toilet issue Taking print viral

Cilichili is Vodafone’s customer magazine in the Czech Republic, that we creatively direct. It’s unlike any other Vodafone publication, its success is down to a client who gives us warranted creative freedom.

What I want to demonstrate is how we have successfully taken print viral without simply replicating content online. Each issue is based around a key theme but this particular issues theme promoted a global Vodafone Geo-location based app that allows you like four square to pin a toilet and then doodle on a digital wall.

We where only asked to produce the magazine but we proposed to Vodafone that we produce two hand painted toilets with hand painted QR Codes. These would be dropped of at a secret location, those that found the toilets and photographed the QR Codes would be given a discount on their Monthly Tariff. The video became a viral success and someone even stole one of the doors from the toilets.

This project demonstrates how design can build its own content.



http://www.andandandcreative.com/news/2012/01/09/making-of-golden-toilet-for-wc-guide-app-vodafone-prague.html


Design thoughts

As a designer with a print based background I am finding that historical design principles resonate and are becoming part of the digital world. Print is without a shadow of a doubt not dead. It’s rules and principles are becoming ever more present in digital design from typography to grid structures to the processes we use to design. With the aid of webfonts designers now have far greater control over typography and having to design for multiple devices means we need to be thinking about design in a variety of ways. From ‘Responsive design’ to ‘device appropriate content’ to ‘ device appropriate design’.

With recent advances in web design comes more responsibility, subsequently correct application of design is a must.




MirrorOnline

The clarity of a briefWe where asked to redesign mirror.co.uk, making it into a premium channel. We did two major things that have fundamentally changed the way we work with digital. The first being we presented designs in print, the second we produced the design in inDesign which is typically used for print. The reasoning for this process was typographic legibility, a fuller overview of the design process and component based design that would ultimately build an online style guide.

The clarity of a brief was actually the most important aspect of the job and defined our thinking.- Capture the heritage and editorial essence of the MirrorOnline

- Build an online identity that positions MirrorOnline as a premium online news channel

- Develop a design methodology and style guide that allows for continual improvements whilst staying on brand

- Simplified content navigation

What we soon realized was the magnitude of content and that we needed to develop a clear set of navigational tools, from a link colour to recognizable clickable header styles. The top level navigation is ‘Mega DropDown’ typically associated with shopping channels, but what it allowed is not only section based content but showcased content to come to the forefront. We designed a set of splash pages, which can be utilized by editors to tell stories in a variety of ways on the homepage. Making it feel news worthy.



http://www.mirror.co.uk

http://www.andandandcreative.com/news/2012/02/28/why-the-mirror-chose-creative.html


In conclusionThe societal shift in the way we all communicate is here to stay.

For those of you that are designers realise there is a void in the market place between print and digital design. Designers who embrace our design heritage and the digital world will occupy this void.

For those of you that are Marketing DirectorsInvest in agencies that place design at its core, as design is the vehicle to deliver your content.

With the reliance on third party API’s investing in Content Marketing is a long-term investment, so stay one step ahead of new developments.

Question if design frames and empowers your Content, or if it confuses your message, not if it is blue!

Become part of the design process, and view it from an end users perspective.

Let design empower content and design be it’s beautiful queen

Let design empower content, and be its beautiful Queen



(POMP Forum 2012) Simon Brown: Dizajn kot ključni element vsebinskega marketinga

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(POMP Forum 2012) Simon Brown: Dizajn kot ključni element vsebinskega marketinga

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