Xerox Design & Branding BUSINESS OF YOUR BRAIN by Y&R New York

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Industry Printers, Scanners & Supplies
Media Design & Branding
Market United States
Agency Y&R New York
Executive Creative Director Ecd- Gerry Graf Gcd- Scott Vitrone, Ian Reichenthal
Released September 2010

Credits & Description

Category: Online Digital Design
Advertiser: XEROX
Agency: Y&R
Date of First Appearance: Sep 7 2010
Entrant Company: Y&R, New York, USA
Entry URL:
Agency: (Y&R/VML New York)
Executive Creative Director: Ian Reichenthal (Y&R/VML New York)
Executive Creative Director: Scott Vitrone (Y&R/VML New York)
Managing Director/Creative Director: Jim Radosevic (Y&R/VML New York)
Global Creative Director: Darren Moran (Y&R/VML New York)
Group Creative Director: Mike Wente (Y&R/VML New York)
Associate Creative Director/Art Director: Kleber Menezes (Y&R/VML New York)
Associate Creative Director/Copywriter: Corey Rakowsky (Y&R/VML New York)
Associate Creative Director/Art: Jeff Blouin (Y&R/VML New York)
Executive Director/Content Production: Lora Schulson (Y&R/VML New York)
Executive Director/Content Production: Nathy Aviram (Y&R/VML New York)
Executive Producer/Content Production: Alex Gianni (Y&R/VML New York)
Assistant Producer: Craig Sklaver (Y&R/VML New York)
Senior Art Director: Adam Gloo (Y&R/VML New York)
Senior Copywriter: Brain Musich (Y&R/VML New York)
Junior Art Director: Chris Marotta (Y&R/VML New York)
Media placement: Desktop Application - Internet - 7/9/2010

Describe the brief from the client
Xerox offers business process services to help large companies get business done – but what about the employees at those companies? How could Xerox deliver its “focus on the business that matters most” message on a more personal and individual? This open-ended question was the challenge put forth by the client, the answer to which could come in any form, across any channel. Our response was to design an application that would not only speak to users but also give them a useful tool to translate the brand message into their own lives.

Describe the challenges and key objectives
Email management tools are a growing market, but while these applications help organize a person’s inbox, they don’t necessarily “teach” a user or deliver insights about the relationship between email use and overall work productivity. The challenge and key objective with Business of Your Brain was to develop an application that would give people a series of “ah-ha” moments, as specific trends or habits that people often overlook are brought to light and revealed as work focus inhibitors.

Describe how you arrived at the final design
The concept behind the application was to give a picture of how chaotic our workdays can be. So it was essential that the design be uncomplicated and very user-intuitive. It was designed to be a moment of clarity in the otherwise complex office day. This idea informed the use of bold colours and iconic graphics, as well as easily digestible data, of each interface. As the app is also meant to show the relationship between what’s in your inbox and what’s on your mind, the interstitial animations were designed to connect these themes in a playful and unique way.

Give some indication of how successful the outcome was in the market
The application made an initial splash at launch by being featured at Wired Magazine’s high-profile Disruption By Design Conference in New York City. Immediately after, major media outlets, tech blogs and marketing insiders recognized the app as an innovation for the Xerox brand and as an insightful way of looking at the workday. Within the first couple days after launch, over 10,000 downloads were garnered. Download rates since have remained steady at approximately 2,000 every day.