Anatomy of the Design Process: TKE

Anatomy of the Design Process: TKE

This is the first installment of what we hope to make a regular feature of the SPEAK! blog - a breakdown of our design process for our design projects. As we're honing this part of our blog, if there are elements that you'd like to hear us talk about more in-depth, feel free to leave a comment below!

ThyssenKrupp Elevators is a company built on innovation, and they take product development very seriously. When they were ready to start promoting their latest product, Destination Dispatch, they asked SPEAK! to develop a custom designed brochure capable of carrying a DVD. They wanted the art of this piece to reflect the core premise of the Destination Dispatch service while maintaining a creative and friendly design that didn't get bogged down with schematics or insider lingo.

As with all of our projects, we started the design process with a Discovery Meeting. This meeting takes place between the client (TKE) and the client's project team at SPEAK! (Account Manager, Project Manager and Lead Designer). Discovery Meetings are a chance for us to hash through the process, creative ideas, specs and must-haves for a project. We don't begin creating any artwork for a project until we've wrapped up the Discovery Meeting.

Now for the fun stuff... design proofs.

First up is the Concept Proof. This phase varies slightly depending upon the type of project we are working on. For logos, we'll typically present 5-7 full color concepts, for brochures, we'll typically present 2-3 concepts and for websites, we typically present 2 concepts (of course, none of this is set in stone - need more? need less? no problem). We presented 6 total Concept Proofs to TKE. You can see from the proofs below that Concept Proofs are meant to show a range of ideas. 

Concept Proof 1

You can see from this proof that we were going for vertical cover design with photographic design elements. The feel of the piece is highly professional and structural. By providing a state-of-the-art photograph of a building with Destination Dispatch implemented, readers could potentially connect the solution with their project faster.

 Concept Proof 2

This concept also has a vertical arrangement, but this concept moves towards a more thematic, illustration driven design that places the emphasis on the Destination Dispatch concept rather than buildings that house the solution. This design allows readers slightly more interpretation on the types of buildings that Destination Dispatch is designed to service.

Concept Proof 3

This concept has a square cover presentation rather than vertical (like Concept Proof 1 and Concept Proof 2) and the photographic design elements communicate the problem that Destination Dispatch solves - congestion. This design clearly intends to communicate the need for a better solution while relying on the copy to communicate the solution itself.

Once the SPEAK! team has presented the Concept Proofs to our clients, we make recommendations and wait to hear back on changes from the client. In discussing the Concept Proofs with ThyssenKrupp, it became clear that a combination of ideas from the different concepts would provide the best way forward. Based on TKE's feedback, SPEAK! began work on the next round of the process, Revision Round 1, which you can find below.

Revision Round 1

You'll notice a combination of ideas from the concept round with Revision Round 1. SPEAK! and TKE decided on piece that presented structurally as a square before unfolding to reveal the information and DVD inside. The art changed to have a more conceptual, thematic outer presentation while the inside presented the need-based artwork from the concept round.

SPEAK! presented the first Revision Proof to ThyssenKrupp and made recommendations on moving forward. Again, our clients are involved throughout the entire proofing process, so we waited to hear back from ThyssenKrupp on any potential changes. Once we heard back from TKE about their changes, we moved forward to Revision Round 2 (see below), which in this particular process ended up being the final proof before production of the brochure.

Revision Round 2

As you an see, ThyssenKrupp wanted to drop the need-based imagery and opt for structural and professional shots. You will also notice that the thematic, conceptual artwork gets toned down slightly on the front cover, but plays a major role in connecting the dots within the inner spread. The overall feel of the piece is undoubtedly professional, but the colors, conceptual illustration and unique layout keep the brochure from feeling like just another corporate piece of collateral. The inclusion of a DVD further makes this point and pushes the brochure to an innovative marketing tool that matches the unique and innovative way that ThyssenKrupp pursues business.

SPEAK! presented the second Revision Proof to ThyssenKrupp. Following this proof presentation, the brochure design and copy was approved by TKE for production. Thus, SPEAK! wrapped up another successful design project with outstanding results and client satisfaction. Look for an update to this post in the near future - we'll provide photos of the final production piece.

As we said earlier, we're hoping to turn this into a regular feature of the blog, so if you have feedback or ideas (or if you're one of our clients, and you'd like us to present your project), leave a comment below!

Posted by Matt Roberts at 8:15 AM