breaking away from the norm

REDESIGN PROCESSES
Redesign is not about changing the look. It’s about changing the product completely

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.

Design can change not only your product, but also your workflow, branding, and your company. It can change even you.