INTERBRAND Design & Branding IQ by Interbrand Group


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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market United States
Agency Interbrand Group
Creative Director Chris Campbell, Alan Roll
Released October 2011

Credits & Description

Category: Publications & Business Communications
Advertiser: INTERBRAND
Product/Service: IQ
Editor In Chief: Daniel Diez (Interbrand)
Guest Editor - Corporate Citizenship Issue: Tom Zara (Interbrand)
Creative Director & Guest Editor - Creative Issue: Chris Campbell (Interbrand)
Editorial Director: Peter Cenedella (Interbrand)
Co-Editorial Director: Ian Collins (Interbrand)
Design Director: Alan Lum (Interbrand)
Creative Director/Interactive: Alan Roll (Interbrand)
Senior Designer/Interactive: Chris Dimaggio (Interbrand)
Production Manager: Erik Wicker (Interbrand)
Production Manager: Annie Kissling (Interbrand)
Marketing And Events Manager: Shayla Persaud (Interbrand)
Media placement: 2 Creative IQ Issues - Sent To Clients, Prospects, And Distributed At Events - 28 June 2011
Media placement: 2 Corporate Citizenship IQ Issues - Sent To Clients, Prospects, And Distributed At Events - 1 December 2011

Describe the brief from the client

With a strong strategic positioning earned through category leading work and the annual Best Global Brands report, Interbrand was struggling to build a credible story around its creative expertise. This challenge called for a platform aimed at both internal and external audiences that balanced and connected our strategic and creative thinking in a way that had not been done before.
We needed to focus on the ideas of driving the art and science of brand forward. More importantly, we needed to illuminate ideas and stories that, like the world’s best brands, had the power to change the world.

Describe the challenges and key objectives
Interbrand had a hurdle to overcome with regard to its creative reputation in the marketplace, and specifically with global brand CEOs and CMOs.
We saw IQ as an opportunity to bring our creative and strategic teams even closer by providing the team with an opportunity to use their talents in a free, expressive environment. This was Interbrand unplugged.
IQ also represented a bold commitment to produce regular events, online content, and a print publication. Once started, there could be no turning back. We had to be prepared to commit the resources necessary to create and maintain such an ambitious platform.

Describe how you arrived at the final design

The result was IQ, a quarterly experience that includes a variable-format print magazine, an online experience, live launch events, and conferences.
The design of the print magazine and online experience focuses on strong editorial design, with an emphasis on modern typography, striking imagery and clean layouts. Each issue is different in size and design sensibility. The topic of each issue dictated the format. The first issue’s design was quiet and refined to showcase the creativity of the content. The second issue’s design was larger in format, with bold typography and illustrations to compliment the topic of corporate citizenship.

Give some indication of how successful the outcome was in the market
IQ has become a laboratory for our latest thinking and has helped the agency outpace the competition and expand the quality and quantity of its client roster and expertise.
Much of the content for IQ is developed by conducting interviews with world changing brand leaders and luminaries who are creating change. These intimate meetings (which are captured on video for use on the website) provide the agency with a fresh approach to creating closer relationships with existing and potential clients
To date the first 2 issues directly influenced approximately $1m in new revenue for the agency.