Business and Administrative studies > Corporate Image
Creative Arts and Design > Typography]
Following a commissioned review of Rothschild’s corporate structure and client perception of the brand, the global branding consultancy Interbrand recommended a review/audit, and later, a redesign of Rothschild’s publications for its main activity of corporate finance (including acquisitions, mergers, initial public offerings (IPOs) and launching of new companies). In 2002, Ashley designed and implemented the report including proposed visual direction for Rothschild’s publications.
Ashley was again approached and subsequently commissioned to implement his proposed redesign. These publications are the major visual output for Rothschild. The redesign involved creating a large number of text pages including graphs, tables and complex diagrams for which he used a message-based design and message-based writing systems approach which he trademarked in 2002.
This approach consists of creating hierarchies of information and reducing the information down to the point of irreducible. This takes place at the text composition and editing stage, requiring collaboration between writer and designer. This collaboration is necessary as the designer needs to work closely with the writer so that the texts appear in the correct order. In the case of Rothschild, Ashley trained the writers in message-based writing so that when a reader scans a page the key points are transmitted and that by a closer reading more detail becomes apparent. More detailed reading yields even further information. Therefore readers with different amounts of time are all accommodated.
The research consisted working collaboratively with Rothschild’s document writers to create message-based text to be used by the organisation's corporate finance personnel and to apply message-based design to the text. Key Images were converted in Microsoft PowerPoint for Rothschild’s personnel to be able to communicate the new brand identity for internal training across Europe, Hong Kong, USA and Australia. A design and editorial manual explained all detailed technical points about the brand identity.
|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 December 2002|
|Funders:||Rothschild Corporate Finance|
|Deposited By:||INVALID USER|
|Deposited On:||03 Dec 2009 22:45|
|Last Modified:||25 Jan 2012 16:03|