In design terms (as with editorial), there is a unique challenge in outputting a 'single day special'.
How do we create bespoke and exclusive treatment whilst retaining strength of brand?
The key is to play to our brand strengths. As our visual identity is flexible and not restrictive, we are able to use core assets in different ways.
We retain a clean crisp design ethos, utilise our colours and keep the information strong, but by manipulating these elements to fit with the subject brand,
we make the output feel exclusive.
Special output such as State of Emergency at the weekend, will always be driven by the coverage and the data, so in this regard relies heavily on 'Digital Companions' - the arena
where we provide added value through mobile and tablet.
The key challenge here is to be even more consistent than we would be ordinarily – retaining the same brand assets, using them in the same way, outputting exactly the same
designs across all devices. This requires consideration of all platforms and the time of brand generation.
We are on an automatic winner using hospital transit signage for this brand – this is design for easy translation of information in a clean space and is instantly recognisable.
As an editorial/design challenge it's been interesting to see how data and questions require manipulation, so that they are communicated easily without confusing or skewing the results.
Starting with the sting, here are some examples of our weekend output.
State of Emergency sting
CDE
C.
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