Business and Administrative studies > Corporate Image
Creative Arts and Design > Graphic Design]
In the late 1990s the Bavarian brand WestLB acquired Panmure Gordon, a Scottish stock-broking firm. The new name given was WestLB Panmure. One of the challenges of the research was to create design that would harmonise and unite the new company without appearing to give precedence of either one over the other.
Key to this firm’s operations are the Research Documents compiled by the company’s analysts/editors for internal/external circulation at a Pan-European level. Ashley was commissioned to redesign these for the new company.
The interlocking stages of the design involved the design of the research documents, the creation of guides to implement future use of the design and the creation of guides to train content creator.
The research began with a review/audit of the existing Research Documentation. This was found to be over-complicated. Various proposals for redesign were put forward using a message-based writing/message-based design system that Ashley trademarked in 2002. This message-base system involves the copy being scaled down to the irreducible and the design simultaneously reflecting various levels of reader attention. A reader with minimum time should be able to scan a number of pages and absorb the salient point. A reader with a little more time can quickly absorb more and a reader who can read in detail can take in even more.
This resulted in designs for cover and inside page layouts that were clear and functional and contrasted markedly with the designs already is use. On approval of a final redesign, detailed visual guidelines were drawn up including all specifications for the organisation to carry through the design successfully for successive documents. Ashley also created a specification measurement guide and a colour management guide. Training guidelines were also produced specifically for the analysts/editors generating the content of Research Documents.
|Type of Research:||Art/Design Item|
|Additional Information (Publicly available):|
User-centred approaches to overcoming information overload ('Datasmog')
|Your affiliations with UAL:||Colleges > London College of Communication|
|Date:||01 January 2002|
|Deposited By:||INVALID USER|
|Deposited On:||03 Dec 2009 22:45|
|Last Modified:||30 Mar 2010 16:04|