ROLEX YOUNG LAUREATES PUBLICATION by TENDER CREATIVE for Rolex

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ROLEX YOUNG LAUREATES PUBLICATION

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Industry Shows, Events & Festivals
Media Design & Branding
Market United States
Agency TENDER CREATIVE
Creative Director Adam Berninger
Art Director Michael Suslov
Designer David Iglesias, Chloe Wong
Released November 2010

Credits & Description

Category: Publications & Business Communications
Advertiser: ROLEX
Product/Service: AWARD PROGRAMME
Agency: TENDER CREATIVE
Date of First Appearance: Dec 1 2010
Entrant Company: TENDER CREATIVE, New York, USA
Entry URL: http://young.rolexawards.com/
Creative Director: Adam Berninger (TENDER)
Art Director: Michael (TENDER)
Designer: David Iglesias (TENDER)
Designer: Chloe Wong (TENDER)
Account Manager: Twyla Huang-DiSimone (TENDER)
Manager: Joelle Martin-Archard (Rolex)
Photo Editor: Laura Bucciarelli (Rolex)
Copy Editor: Edmund Doogue (Rolex)
Media placement: Publication - Distributed In Rolex Community, And In Le Temps, A Major Newspaper - 1 December, 2010

Describe the brief from the client
In an effort to attract a new generation of social entrepreneurs, Rolex focused their storied Awards for Enterprise on winners (Laureates) under 30, and commissioned a new design for their long-standing publication, to bring a more active and innovative feel to match the energy of the users. The brief was open to various formats, content sources, and design solutions - provided the quality of content met Rolex's exceptional expectations. The distribution was targeted towards Rolex's larger global community of approximately 15,000 people and needed to be produced in both English and French.

Describe the challenges and key objectives
To refresh the publication, the myriad options were reduced into a tabloid-format newsletter, bringing a more approachable feel and matching the timely nature of content. The challenge of collecting content from the Laureates in Nigeria, Singapore, India, Ethiopia, and USA were all different and resulted in unique perspectives that reflected their good nature and individual personalities. In addition to the content and photography about the Laureates, perspectives on the future of social enterprise were commissioned of notable authors. The objective of all was to both inspire a new generation of social enterprise, while also providing exposure for the Laureates.

Describe how you arrived at the final design
The classic Rolex branding was refreshed to feel more dynamic for this program by selecting a brighter, ownable green, the typography was used in greater scale variations, and various graphic rules and elements were added to create a more editorial feel. The monochromatic nature of the graphics supported both the editorial feel, and also accentuated the photography that was often manipulated to integrate further into the layouts and focus attention to the personalities involved. To communicate a sense of dialogue, a running header area contained notable facts, figures, and anecdotes that were relevant to each spread.

Give some indication of how successful the outcome was in the market
Both the design and its harmony with the content resulted in successful results. With the updated look and feel of the publication, the brighter green has since become the brand color for the program, and the flexibility of typographic treatments are being leveraged throughout web and other print materials. Additionally, given the success of the final product, an additional 50,000 copies were produced with a lighter weight paper and inserted in the largest circulation newspaper in Geneva. Countless responses have come back to the Rolex team to sing the praises of this publication and a new version is already underway.