Daniel Esqueda Design

When we talk about graphics or data visualization we think as those graphics mostly used in newspapers or magazines. But we never think of the possibilities and the potential they have to simplify complex content that can be used on brands or campaigns (sports, technology, etc). The use of graphics can be applied to almost anything. They don’t have to be complex; simple data visualization can help drive data to our consumers and it can be attractive and entertaining.

This is just a simple example of what can be done on billboards (as part of a bigger ad campaign). Imagine the start of the MLS season and you want to attract fans (and not so fans) to know your team and players. You can display them through the city (street billboards, subway, newspapers, print or digital, etc). And you can do some rotating ones during the season advertising their home games. Your fans will love it and you will be able to reach new ones empowering you brand.

Data visualization can be a powerful, graphic and strategic content tool for brands if its used wisely (meaning you have to see where and how will it be published, space, readability, print or digital, etc.).

Have an idea? We are here to help. www.danielesqueda.com

Managing projects its fun, but it‘s no easy task.

No two projects are alike.
There are lots of things that can separate two projects even if they are in some aspects similar with each other. From concept to content, from design to print (or digital if that would be the case). There are so many things that have to be taken into consideration so that everything flows as smoothly as possible or at least that changes can be easily managed if they come around (and trust me, they will).

We were invited by PPG Comex to create a book concept for their 60th Anniversary Book.
We knew 6 top publishing companies were pitching ideas for the book too.
The concept was named ”The Color of your Dreams” and with it came a brief to see what we would do out of it.

After some meetings and creative brainstorming sessions (some very fun ones) we did a solid brief that would help us see what the book could look like and be able to do a time frame of the project:

One book with two different editions (a luxe and a more traditional one).
60 interviews (from an original 100 name list which had to be trimmed to decide for the 60 ones).
Timing: original 7 months. Real time after clients deliberation of who would do the project: 5 months including printing process.

Budget wise: we had a budget approved for the project.
To get the book done we had to manage different processes of it at the same time.

To work with the idea of the project we had in mind and be able to mange our dealine we created a special team:

3 Writers (freelance) for the 60 interviews
2-3 Photographers (freelance) to manage the photo sessions. 93% of the interview photos were done by the studio.
1 Editor to check on the final interviews and make some special texts we needed plus managed the interview coordination with the writers.
1 Writer / editor (freelance) who could manage the 60 year history content and data information for the infographics and data visualization spaces in the book.
2 Designers
1 Art Director
1 Infographic artist

The project management included a weekly review with the client (on status and design advance). During the production of the book we manage a couple of meeting with the printer so that we could push some print limits and be able to create some ideas we had (like a two double spread for a 120 cm long infographic) or a four cover version on the Luxe edition in the same print run without having to alter the print budget.

Being a design studio with a visual information approach we wanted the book to have special infographic and data visualization space of its own.

The book was divided into 5 special sections, one of which was dedicated to the 60 year history (data driven and divided into 6 decades).

Creating different teams for the information gathering and interviews made us more time and design effective.

Being able to manage weekly (sometimes biweekly) meetings with the client gave us faster response to the project changes and authorizations we needed to move on with the time frame we had for the book.

Project management is easier when the working team is aligned with their duties and responsibilities, everyone in the project (including client) is clear with the concept and idea and everyone is able to rise their hand to alert if they see some issue that could create any delays concerning the production of the project.

Yes, there were some changes during the book project, but they were well managed because of the original organization and concept idea we had from the beginning.

Entertaining data for brands

Project Management: PPG Comex 60th Anniversary Book

Design

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