The business problem:
Aging subscription base.
Not attracting younger subscribers (the next C-suite).
Increasing irrelevance at the newsstand.
Lack of logic between Web and print content.
Impending launch of Conde Nast?s Portfolio magazine.
The discovery approach:
Extensive research, auditing, and exploration of business content delivery vehicles, usability, and reader profiles.
The solution strategy:
Define the BusinessWeek brand as the go-to source for ?Rapid Fire Business Ammunition?
The design process:
Examine content flow and structure.
Evaluate subscription and newsstand dynamics.
Develop brand attributes.
Define a design criteria as a benchmark to reference during the process.
Pull the magazine apart and reassemble it in a more useful way, including executive summaries and cross reference tools.
Create a look and feel that reflects the solution strategy of ?Rapid Fire Business Ammunition.?
Translate and scale the new brand thinking to reflect Web and international content.