One big take away for me from his content (Chris Do) is knowing your audience, who are they, what do they want, how will you reach them.
Reflecting on the feedback from the last module I decided to start this one by really considering the learning outcomes and objectives and I aim to make continual reference to them each week. There had been missed opportunities in some areas that I could have explored in more detail. Research methodologies had been highlighted as one, and the time spent on each section varied greatly, there has been a number of factors contributing to this but I aim to consider this too in the coming weeks. In anticipation of the release of the new materials I had explored the course resources and links provided, I had also spent several hours binge-watching and listening to Chris Do on his Podcast and youtube channel The Futur. I have heard Chris speak about design through interviews but it was listening to the Honest Designers Podcast that I then engaged with his content further. He helped me realize some gaps in my knowledge and provoked ideas about business that while it may seem simple, it is often ideas that are overlooked. One big take away for me from his content is knowing your audience, who are they, what do they want, how will you reach them. Break this down into smaller achievable goals and work towards getting the clients you want. Through his work on the Process, where he works with Melinda Livsey in the ins and outs of a creative business I was able to reflect on where I would like to see myself in the future and where I would like to venture. This was also in addition to the enjoyment of previous projects, mainly the Battle of Orgreave project that I would like to revisit and develop further. This process of research, writing and designing a book is something that I would like to develop further.
As always I started with notes and exploring ideas for the workshop challenge. I then began to explore the about pages of various publishing houses. I aimed to gather research from a range of businesses, from the big leaders to specific sectors than on to the independent publishers. I believed this would give me a rounded view of the industry and furthermore, provide key themes for my own pitch or ‘about’ section. I had settled on this idea of publishing but still was not sure about who my target audience was or even what the specific focus would be. I had some ideas about content and where my own interests lay but I was not set in stone. At this point, I was focusing on the use of language and structure of the existing business.
Four big publishing establishments have a rich heritage and a wealth of books to draw upon when it comes to their ‘about’ section. The use of history adds trust and leadership within the industry, while I found this useful to explore I needed to focus in a little and find businesses that were smaller and used language that did not rely on this history. It was good to explore these four and identify a longer goal and competitor.
The smaller Publishers give an insight into their vision and aim to separate themselves from the big players. Adding a sense of approachability and collaboration, the use of language here shares ideas that I wish to adopt into my own ‘about’. The pitch from The tiny fox is short, concise and highlights their ambitions and even tries to use humour to gain the trust of the reader. While this use of language is appropriate I will be cautions of using humour in my statement, as it could be misconstrued as unprofessional or may deter some clients. This was discussed during module one with Tom and Kris, we spoke about the agency Walnut Creative in Barnsley who’s statement is: Here to get shit done, with the SH faded out. To some people this no bull, heads on approach may work I would argue that it may not help them win the big corporate clients such as Nike or Addidas. It may be that they know their audience and know that this use of language is appropriate and this appeals to their northern grit attitude to work.
Here to get shit done.
https://walnutcreative.co.uk/who-we-are
Design and creative magazines that are go-to guides for the industry but that are also on the smaller independent side of publication. Each of these magazines/websites sets out the intentions of the business and how they deliver the message. This should be something I take forward into writing my ‘about’ section. The OFFscreen about section is short, to the point but provides enough information, appropriate language and is engaging enough to not drown the reader in the information. At this early stage, I think that the ‘about’ or mission statement for my idea of ‘Print Press’ should do just that. I should avoid jargon but use language that provides an acknowledgment of knowledge of the subject and is engaging to a well-educated reader. Needing to define the target audience will be a big task and something that I will aim to discuss with Alec, the module leader.
PRINT PRESS IS AN INDEPENDENT BOOK PUBLISHER THAT CELEBRATES INNOVATION IN DESIGN. WORKING WITH LEADING DESIGNERS WE BRING LIFE TO THE STORIES BEHIND THE IDEA. HERE AT PRINT PRESS, WE ARE SEEKING CREATIVES TO COLLABORATE WITH AND DEVELOP A NEW WAVE OF PRINTED BOOKS.
Initial ideas (on paper) allowed me to explore ideas and potential avenues for this weeks task. I think that the above statement is concise and provides enough information to the reader to give an insight into what my business idea is about. It was not until I started writing in the blog this week that the idea had developed into this. I believe I need to refine the statement and maybe could work on ensuring I am clear who my target audience is and more importantly, what is it that I am selling.
I have found conversations and insights from other designers to be of real interest. The conversation about Wagamammas new take out packaging was great to hear how the product range was developed and TED Talks from designers such as Chipp Kidd have been an inspiration and insight into the workings of design thinking. I would like to explore this theme further and produce curated books that tell the stories behind the design.
PRINT PRESS IS AN INDEPENDENT BOOK PUBLISHER THAT CELEBRATES INNOVATION IN DESIGN. WORKING WITH LEADING DESIGNERS WE BRING YOU THE PROCESS AND INSIGHTS INTO DESIGN THINKING.
I had a moment of distraction from my initial idea and was drawn to this copy of Computer Arts. I thought about Publisher of Zine magazines, I think that this could be something that I would like to explore further, maybe a Zine is published throughout the year but a series of bigger books are also released. Books such as Michael Bierut’s How To… are the kinds of books that I would like this publisher to invest in. The about statement at this stage seems to be short, to the point but maybe would benefit from further insight and examples to entice a client in.
PRINT PRESS IS AN INDEPENDENT BOOK PUBLISHER THAT CELEBRATES INNOVATION IN DESIGN. WORKING WITH LEADING DESIGNERS WE BRING YOU THE latest in design trends and insights into the design thinking behind award winning projects.
I am continuing to amend the statement, at this stage I do have a good idea about what I would like the publisher to deliver and while there are other magazines and publications delivering similar products I would aim to collaborate with other designers to create each book and Zine, giving a new approach to each product. I would avoid design styles and repetition of layout, the products would celebrate design in their context but also in the way that they are designed and produced. This statement is precise and provides enough detail for the user to understand the ethos and work that this venture would undertake, however I question, is it too specific? Does this statement allow for other avenues to be explored?
The Ethos behind Themes & Hudson is ‘A gallery without walls’. This statement, while intriguing and may bring about a sense of what they do and their interests. The about page gives details of their history and legacy of work but I am not sure it provides a clear statement as to their future ambitions and goals. At this stage it is difficult for me to suggest any heritage or back catalogue and my focus is entirely that of the future and until I am able to boast about collaborations in more detail I am now at a point of where do I go from here? I believe I am being concise and giving my audience enough of an insight into what I am interested in but also giving the opportunity for conversation and questions. I may not have provided the audience with a request however I believe that this statement would provide a starter for further conversations.
I must consider the nature of this task and reflect on the key question and guidance given.
- What is the idea?
- How does it work?
- Why does it work?
PRINT PRESS IS AN INDEPENDENT BOOK PUBLISHER THAT CELEBRATES INNOVATION IN DESIGN. WORKING WITH LEADING DESIGNERS WE BRING YOU THE LATEST IN DESIGN TRENDS AND INSIGHTS INTO THE DESIGN THINKING BEHIND AWARD WINNING PROJECTS. Editions of print Press zine are produced in collaboration with guest designers and bring you trends and innovation through design and print. Print Press the annual celebrates a year of design and creativity, exploring print, packaging, marketing and more.
Alec threw in a curve ball, he advised that I watch the TED talk from Simon Sinek. Sinek spoke about why, what is the reason we do something. The most successful brands tell their audience why they do what they do, not what they do. I reflected on this powering thought and had fallen into the trap of telling my audience what I want to do not why I do it. This then spurred further thought about the idea of a publisher. While I do want to invest in ‘Design Book’ I also have a love and passion for music, vinyl, art, design and feel that I could combine these themes into one Zine or newspaper publication. There are examples of these independent newspapers around but they focus on the individual theme not all. This is where I could add my own view and passion for these areas. I then started to think about why I would create this type of newspaper / Magazine and there is an element of selfishness about this and this is a publication that I would want to read. Music, Fashion, Design, Art and Technology. My target audience would be a 20 – 30 something creative, a professional, a hipster, coffee drinker, vinyl collector, style icon of the office individual who is seeking something different. I started to collect and analyise existing publications and find inspiration from a series of sources that could define my product.
For the ones who notice the little things, who carve their own way. The ones who shun the trending playlist and create their own. For the ones who believe in the extraordinary not the ordinary. This one is for you.
Print press is an independent publisher that celebrates innovation in design, music, fashion, and enjoys a good coffee. Working with leading designers we bring you the latest in news, trends, and insights from the ones on the inside.
Pixels and Serifs. 