GENERATIONS by SAY: PR AND COMMUNICATIONS for Abb

Adsarchive » Design & Branding » Abb » GENERATIONS

GENERATIONS

Pin to Collection
Add a note
Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Norway
Agency SAY: PR AND COMMUNICATIONS
Released May 2009

Credits & Description

Category: Publications
Advertiser: ABB
Product/Service: ABB'S MARINE BIOLOGY UNIT
Agency: SAY: PR AND COMMUNICATIONS
Date of First Appearance: May 20 2009 12:00AM
Entrant Company: SAY: PR AND COMMUNICATIONS, Oslo, NORWAY
Graphic Designer: Daniel Barradas (Say: Pr And Communications)
Senior Editor: Ryan Skinner (Say: Pr And Communications)
Senior Advisor: Johs Ensby (Say: Pr And Communications)
International PR Manager: Julia-Wei Cai (Abb)
Media placement: corporate magazine - direct distribution - 20 May 2009

Describe the challenges and key objectives
Our solution resulted in a publication with two sections – one with editorial content, the other technical – with both new ideas and reference material, exciting at its arrival but also with a long shelf-life. The main challenge was to make use of very technical editorial content and still keep a relatively wide spectrum of readers interested. The magazine should be "a glossy business card" and represents the company at a high executive level where sales and contracts are decided and, at the same time, serve the ABB community as a forum of ideas and knowledge.

Describe the brief from the client
ABB’s Marine Business Unit needed to communicate with its community at the executive level, to share its customers’ success with potential new clients and to build greater awareness and esteem in the marine industry.

Describe how you arrived at the final design
Considering the impact it should have with both executives and engineers, we created a “book feeling” instead of the one of a magazine. The size, thickness, paper and print quality are intended to make a good first impression. Fold-outs, illustrations and varied layouts engage the reader. Sobriety within the ABB corporate profile combined with playfulness and elements of surprise were used as design and editorial guidelines.

Give some indication of how successful the outcome was in the market
"Generations" was extremely well received among the global community of marine professionals and considered both inspirational and educative. Informal polls revealed that the magazine’s early goals were achieved: the book-size format makes it practical to carry around and the solid quality as a design object distinguishes it from other corporate industrial publications that are easily discarded – it is appreciated and collected. The balance between a sobriety, that is respectful to the ABB corporate identity and a surprising playfulness, unusual in publications of this industry, strengthened the brand perception by the readers. Through this publication, ABB is seen as knowledgeable and innovative.