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Don’t start from design. Start from big
strategic questions. Why do we do it and what
do we want to achieve? It’s the designers who
should ask these questions. Designers must
be engaged in all aspects; the design must be
coherent with strategy and content changes.
Otherwise it will fail.
I have seen many ‘nice’ designs that
didn’t raise the circulation. On the contrary,
some of them almost killed the newspaper.
Why? Because those were good designs for the wrong audiences.
This is the new role of the designer; to
be in the process from the very beginning,
from shaping strategy, to the very end, to
micro typography. Give power to designers!
Conscious designers, that is.
This kind of redesign process, which
is more holistic and engages many
departments, can enormously motivate all
workers. And boost results. That’s why we had such growth after redesign. We call it inner branding.
And be careful. Design can change not
only your product, but also your workflow,
branding, and your company. It can change
even you.
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7 STEPS TO SUCCESS 1 Strategy What is the goal?
Where and how can we
reach new readers and
increase sales? | 4 Testing How do readers perceive a new newspaper in focus groups? What are
the reader’s needs? | 7 Execution How to train staff,
implement new design
and workflow, but
ensuer continuous
quality? | 2 Content Which sections can
attract new readers
and advertisers? What
serves them better? | 5 Workflow How can organization
and planning help
produce a better
product? |
Redesign process
can be a vehicle
for total change.
It can activate all
of the company’s
departments.
We call it inner
branding.
| 3 Design Is design coherent
with the strategy and
content? How to make
the reader’s experience flawless? | 6 Branding How to cross-promote
our content on various platforms? How can
inner branding boost
growth? |
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Watch my TED talk