R ED ESI G N PR OC ES S ES

Redesign is not about changing the look. Its about changing the product completely
Dont start from design. Start from big strategic questions. Why do we do it and what do we want to achieve? Its 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 didnt 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. Thats 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.

7 STEPS TO SU CCESS

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 readers 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?

3
Design Is design coherent with the strategy and content? How to make the readers experience flawless?
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6
Branding How to cross-promote our content on various platforms? How can inner branding boost growth?

Redesign process can be a vehicle for total change. It can activate all of the companys departments. We call it inner branding.