This week, I want to talk to you about personalizing your brand and the strategies used to create a unique, successful project to propel your business forward.
Constructing a successful brand requires more than simply designing a great logo. In order to devise a pristine plan to successfully advertise a company, Nugno will first delve into the nuances of the business or product.
At Nugno, our work in the branding sector far surpasses the design of a logo. We work with you to help define and communicate your brand to the public by pinpointing your current brand strategy, evaluating your competition, identifying your audience, realizing your goals, and analyzing your strengths and weaknesses.
Having a clear and confident brand strategy is critical to a company’s success. If the staff and employees of a business have a misunderstanding of the brand, or if the brand message is messy and convoluted, it can have a damaging effect on the company that descends all the way to the bottom of the corporate ladder.
If your company is having trouble identifying a cohesive brand message, or your company recognizes that it needs to modify its brand in order to adapt to an ever-growing entrepreneurial environment, a type of rebranding or refocusing is crucial.
Recently, Nugno took on the task of redesigning the format of Outsider Magazine, Ireland’s premier outdoor/adventure magazine. In order to adapt to the current market as well as continue to captivate the interest of their audience, Outsider Magazine sought to reevaluate its brand and design a fresh publication worthy of matching that brand.
Our job as designers is to make a company’s vision tangible. To do this, we must ask a series of questions. What are the company’s primary values? Who is the primary audience and stakeholders? Who is the primary competition? How does the company reach its current audience? How does the company define itself to the outside world? By researching and analyzing all of this data, a designer will be able to accurately determine the correct and effective communication strategy.
Outsider Magazine’s primary goal is to motivate readers to uncover and define their own personal day-to-day adventures and provide them with the tools, products and information to fulfill such adventures. The publication focuses on embracing the rugged beauty and wonder of the outdoors globally, and it needed a format that visually communicated this ideal.
“Naturally after a few years you just want to refresh things, but we didn't just do it for the sake of it, we were ready to move it to a cleaner more modern look,” says Roisin Finlay, Editor of Outsider Magazine. “The outdoors has become much more appealing to everybody, and we wanted to reflect the modern accessibility and beauty of the great outdoors. We wanted the magazine to be simple and clean, allowing the photography of the wilderness to speak for itself.”
The main focus of the redesign was to clean up the format and allow for less clutter. The pathos of this magazine suggests a return to the simplicity of nature, so the design of the magazine had to match this sense of earthly grounding and the soul-filling serenity of the wild. It not only targets athletes, but also any person who whole-heartedly enjoys the thrill of the outdoors.
“Not only did Nugno sharpen our layout, but they also encouraged us to change our paper. So we went for a much more organic feeling paper without a glossy coat on it like traditional magazines, which I believe had a huge impact as well,” says Finlay. “This paper had a more natural feel that I think is more in-tune with our subject of getting outdoors and being active.”
Evaluating competition is another important aspect of creating an effective communication strategy. While researching the market in which Outsider Magazine operates, Nugno looked to a variety of Nordic publications that not only specialized in the outdoor scene, but also revered simplicity as an accurate way of reaching their audiences. By comparing the magazines’ styles to their rate of production, circulation, and general success rate of the competition, Nugno was able to accurately decipher a creative, authentic, unique design that would keep up and even surpass other publications while still connecting visually with Outsider’s audience.
“When something looks simple, it probably isn't. In the editorial market, the best design may look very simple, but stripping away all of the complications actually takes a lot of work and effort,” says Finlay.
“After we launched the new design, we got an enormous amount of positive feedback from our advertising clients and from our readers,” says Finlay. “Loads of people were saying it was ‘world class,’ and it was ‘as beautiful as any magazine they had ever seen.’”
We believe in simplicity as the driving principle of end-to-end design. It creates more powerful, memorable connections between brands and their customers. Just as your company works tirelessly to hold up the constitutions of your brand, we shall create visual designs that work tirelessly to display these constitutions to the public.
As always, if you want to hear more about the ins and outs of marketing and design, stayed tuned on our website at www.bynugno.com, or follow us on Facebook and Twitter to hear more news about the latest branding trends.