graphic design – Daniel Esqueda Design

2014 Brazil World Cup / Custom Publication / Daniel Esqueda Design

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

As a visual communication specialist you have to be a reader before anything else. You have to stand in a readers point of view to see how you can empower your content through visual assets (photos, graphics, infographics, charts, etc.).

Knowing you audience is key and it can define the style, voice and tone of your content. A complex graphic can scare your reader (have seen a lot of those), to much data can make a simple message a messy one. Don’t be afraid of pushing the boundaries of what your visual content can do, but always set a limit with some simple rules: readable, effective, simple (yet attractive), engaging, brand aligned and with hierarchy (take your reader from point A to B).

From the type you use to the color scheme, everything can affect your visual content.

Content is king.
Information is your main ingredient and is up to an strategic visual communicator to transform those into a visual appealing and rich flavor savvy dish. Informative graphics can live in small places, they don’t have to always be big.

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.

Communication strategies through data visualization

Project Management: PPG Comex 60th Anniversary Book

Daniel Esqueda Design

Design

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