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Europ Assistance Brand Book by Ragù Communication |
Home > Winners > Design #81287 >Interview |
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FS: What is the main principle, idea and inspiration behind your design?
RC: 0.1Our project was inspired by the client's need to make its brand modern, international and digital, without losing any of the true essence of Europ Assistance: that of being a caring company “Anytime, Anywhere”.
FS: What has been your main focus in designing this work? Especially what did you want to achieve?
RC: The project objective was to manage to create a new human, familiar, personal and direct language, at both visual and narrative level, in a strong and consistent manner which allowed the Europ Assistance identity to emerge, exalting its characteristics and values.
FS: What are your future plans for this award winning design?
RC: Our brand book was distributed in all countries where Europ Assistance operates as a corporate, and we hope that this brand identity manual can be the starting point for new, high-quality design projects.
FS: How long did it take you to design this particular concept?
RC: From the initial idea to the final delivery of the brand book it took around one year, involving a team of 10 people.
FS: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
RC: Europ Assistance needed to change its own positioning and, consequently, renew its identity. And this is where we came in: we started by writing together their mission, vision and value, in a cooperative, synergic manner, and then moved onto the creating of a visual and a distinctive, coherent language.
FS: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?
RC: Our project is used by Europ Assistance as a common guide for communicating the brand identity coherently and effectively in every country and in all types of situations.
FS: What made you design this particular type of work?
RC: Starting from the needs of Europ Assistance, our team went further, driven by the desire to revolutionize the cold world of the brand book by uniting technique with narration, design and storytelling, and realize a useful book and a fascinating manual.
FS: Where there any other designs and/or designers that helped the influence the design of your work?
RC: We took inspiration from international Brand Books, bringing our own point of view, which is the result of the combination of our multi-faceted team's different experiences and stimuli.
FS: Who is the target customer for his design?
RC: With this project we target designers, sector experts, communication and events agencies, communication and marketing managers.
FS: What sets this design apart from other similar or resembling concepts?
RC: The fact of having succeeded in making our design reveal the new human, familiar, personal and direct point of view of Europ Assistance.
FS: How did you come up with the name for this design? What does it mean?
RC: The project name mirrors the very essence of the product: the brand book, brand guide manual.
FS: Which design tools did you use when you were working on this project?
RC: We used the basic tools of any designer: Illustrator, InDesign and Photoshop.
FS: What is the most unique aspect of your design?
RC: The brand book is presented in dual form, digital and printed. The digital form is necessary to ensure maximum dissemination and make it updatable in real time thanks to the specifically developed sharing platform. In this way the manual never becomes obsolete, but guides change, anticipating needs and proposing constant improvements to all while at the same time embracing the positioning of the brand: Anytime, Anywhere.
FS: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
RC: Our team includes specialised professionals from different backgrounds and with different inspirations. The result was bound to have an original, international appeal.
FS: What is the role of technology in this particular design?
RC: At Ragù Communication we strongly believe in the role of technology as a means for strengthening the projects we manage: this is why we keep abreast of technological innovations, and use them to ensure that our creativity remains one step ahead.
FS: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
RC: We didn’t perform quantitative analyses for this particular project. Our starting point was an in-depth study of the Europ Assistance identity and language inherent in the previous brand positioning.
FS: What are some of the challenges you faced during the design/realization of your concept?
RC: The challenge was to create a common language and style which could represent Europ Assistance in every country it works in, and which could guide unique, coherent storytelling.
FS: How did you decide to submit your design to an international design competition?
RC: We are proud of this project and what it represents for our client, and we are convinced that entering it in a competition is an excellent way to enhance the project internationally.
FS: What did you learn or how did you improve yourself during the designing of this work?
RC: This project has allowed us to enhance and perfect our core business: the 360° construction of brand identity, through direct dialogue with the people behind the brand and thanks to a united, dynamic and determined team like ours.
FS: Any other things you would like to cover that have not been covered in these questions?
RC: We would like to say something about ourselves: Ragù communication is a creative and strategic international communication agency that works like a small boutique; we personally oversee every step with sartorial care, from the creative idea to the final product, and we look after all our clients with the passion that we are renowned for.
FS: Thank you for providing us with this opportunity to interview you.
A' Design Award and Competitions grants rights to press members and bloggers to use parts of this interview. This interview is provided as it is; DesignPRWire and A' Design Award and Competitions cannot be held responsible for the answers given by participating designers.
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