Presentation |

Design Master Program

Design Tools
Design Aesthetics
Putting it all together: the Gestalt
Does design matter?
What is Design?

• A rational, logical, sequential process intended to solve problems

• To conceive or fashion in the mind; invent

• To formulate a plan for; devise

• To plan out in systematic, usually graphic form

• To create or contrive for a particular purpose or effect

• To have as a goal or purpose; intend

• To create or execute in an artistic or highly skilled manner

• The purposeful or inventive arrangement of parts or details

Source: http://www.thefreedictionary.com/design
The American Heritage® Dictionary of the English Language, Fourth Edition copyright ©2000 by Houghton Mifflin Company. . All rights reserved.
Designing = Problem Solving

Design Tools
Design Aesthetics
Putting it all together: the Gestalt
the fundamentals of Design

Design Tools
Design Aesthetics
Putting it all together: the Gestalt
Graphic

Like objects ...

...seek like objects

Fonts

NO
more
than 2 per
document
(serif + sans serif)
Colors

analogous

blue yellow green

easy on the eyes

Photos

evoke powerful meanings

Lines

use sparingly for impact

Language

communicates a
design aesthetic
Shapes

HARD SOFT
Movement

the eye should move easily through the page

Tone

Often works better than a solid

often works better than a solid

Logos

Clean and high-resolution

the fundamentals | Design Tools

Graphics Fonts Colors

Photos Lines Language

Shapes Movement Tone

Logos
3 never miss Design powers

Design Tools
Design Aesthetics
Putting it all together: the Gestalt
the 9 Powers of Persuasion
 the 3 Powers of Design
(aesthetics)

the 9 Powers of Persuasion

Expressive Imagery
Less is more Strong Headlines
Tone of Voice Graphic Statement
Power of white space
Know Your Audience Iconography
Keep it Simple
Consistency (theme)
Edit
 the 3 Powers of Design
(aesthetics)

the 9 Powers of Persuasion

Access for everyone

LESS IS MORE
Focus on the user (their needs, not their asks)

“If I had asked my customers

what they wanted, they'd have
asked for a faster horse.”

--
-- Henry
Henry Ford
Ford

POWER OF WHITE SPACE

Communication Strategy Laydown

KEEP IT SIMPLE
Where are they currently seeing AT&T?

Significant opportunity to
increase digital ownership

TV is at its peak in terms of

usage. Frequency an issue.

In store needs to be aligned

with online and offline
messaging

KEEP IT SIMPLE (worth repeating)

 WHAT IS IT? MediaVest’s groundbreaking new internet Radio
Station created by your Truth & Design Group.
Stand up, reach out, and make the music
HOW DOES IT WORK? Log on to the Truth & Design Homepage
happen
on Mission with W-GRP,
Control Truth
and the music and
starts Design
playing. Radio!
Submit requests
by email or voicemail to DJ Spring and your favorite tune will be
To listen, logbrought
onto to the Truth & Design
the top of the playlist.
Community on Mission Control.
WHO’S DJ SPRING? One of our very own TDGers. You can
email her with requests at jessica.spring@mediavestww.com
Add yourIN
WHAT’S favorite songAside
IT FOR YOU? to the
fromplaylist!
providing Whoever
you with a
fresh source of inspiration, whoever requests
requests the most songs in the first month the most will
songs
in the first month will receive a free iTunes gift card.
receive a free iTunes gift card.
LET’S STAND UP AND REACH OUT TO OTHERS TO
Submit requests by email or voicemail to DJ
MAKE THE MUSIC HAPPEN!
Spring at jessica.spring@mediavestww.com

EDIT
 the 3 Powers of Design
(aesthetics)

the 9 Powers of Persuasion

 Experiment & fail fast
• Google Voice Local Search
• Google Transit
“Communications Goals” is not a headline!
• Google Web Accelerator
Use• Google
ACTION CodeVERBS
Search and tell them what you want to tell them
What’s so special
• Google Suggest about the fact, insight, or opinion on that page

Headlines are statements and/or sentences that create a POV

Google Labs: http://labs.google.com/

STRONG HEADLINES
We are maximizing search to capture the
ready-to-buy
• $2.4 million
Investment

• 1.1 million clicks

Delivery • 17 million impressions

Approach • Exhaust opportunity on

purchase keywords
• Increase investment in
consideration keywords
• Geo-target offer message
beyond footprint level
• Affiliate outreach to mitigate
cost inflation
• Support keywords relevant to
strategic platform initiatives STRONG HEADLINES
Carry business
cards like you
carry lipstick

TONE OF VOICE
Professional doesn’t mean formal

But be
PROFESSIONALWe can all be
without losing professional
without losing
your own uniqueour own unique
style styles

KNOW YOUR AUDIENCE

 the 3 Powers of Design
(aesthetics)

the 9 Powers of Persuasion

Be a good listener

EXPRESSIVE IMAGERY
 Our Total Market Solutions are holistic to drive relevancy, build
authenticity, and strengthen an emotional bond

Wal-Mart as
Emotional
Servant Bond
Total Leader
Market
Solution Integrated Programs to Authenticity
for each build community
plan connection

Relevance
Foundation plan to deliver on the
Rhythm of Retail

GRAPHIC STATEMENT
 How we see Wal-Mart’s differentiating
opportunity
Emotional

Stylish/ Authentic/
Upper Class Down to Earth

Functional ICONOGRAPHY
CONSISTENCY
 the 3 Powers of Design
(aesthetics)

the 9 Powers of Persuasion

Expressive Imagery
Less is more Strong Headlines
Tone of Voice Graphic Statement
Power of white space
Know Your Audience Iconography
Keep it Simple
Consistency (theme)
Edit
 15 min Design Exercise
& Critique
apply design tools + aesthetics to the following
Consumer Connections slide
When Hydration Is Top of Mind…
Print Partnership
Marathon Sponsorship

Online Training Schedule

and Hydration Guide Online Community for
Runners

Hydration Guide distributed

with Training Diary via
Running Clubs and Gyms

Reminders
at Work

Reminders Customized to
Customized Weather
Gyms and Yoga Studios Training Program
sent to Mobile
Phone or iPod
Targeted Messaging to
Health/Fitness
Buyers/Browsers Leveraging Airline
Leverage Strategic Partnership
Property
When Hydration Is Top of Mind…

Marathon
Sponsorship Online Training
Schedule and Online
Hydration Guide Community for
Runners

Print
Partnership

Hydration Guide
distributed with Training
Diary via Running Clubs
and Gyms

Reminders
at Work

Customized Reminders Customized

Training to Weather
Gyms and Yoga Program sent to Targeted Messaging
Studios Mobile Phone or to Health/Fitness
iPod Buyers/Browsers

Leverage
Strategic Leveraging Airline
Property Partnership
Design techniques in action

Design Tools
Design Aesthetics: Applied
(focus on consistency & theme)
Putting it all together: the Gestalt
Where We Are Today
The Sum of It All
Strengths Challenges
• Smart • Heavy process orientation

• Dedicated • Inconsistent integration

• Hardworking • Inconsistent talent

• Excellent senior level talent

• Leadership
• Pockets of brilliance

Net – more like a

marching band than a
jazz quartet
 Challenges –
Leadership for New Landscape
• “Right now, there is not a clear ‘Leader’ of Planning, and
that has hurt a lot.”
• “We need someone at the highest level who can push our
talk through to action.”

• “Most of the leaders here come from

traditional media environments. Are they
going to let their backgrounds and where
they are comfortable define the future of
the company, or will they break into new
territory?”
• To clients, this manifests as lacking a
clear point of view: “We hired them for
expertise and thought leadership but
they are inconsistent experts. If you ask
10 people what an insight is you get 10
different answers.”
Break It Down
Why will people believe us?
The bass is always there
supporting the rhythm
• What do we mean by agility and
diversity?
• How will the CTC framework
guide us differently in the
future?
• How will we develop our
“market-defining” client roster?
Source of Authority
People will believe us because of our:
• Agility to transform clients into category growth
and thought leaders
• World-class, diverse citizenry, united by a clear
and compelling point of view regardless of
position or role
• Unwavering commitment to the CTC framework
• Market-defining, diverse client roster and
assignments
Orchestrates a Flexible and Nimble
Ensemble of Musicians

Direct Agitator Adv

Ent.
PR Mktg

Discovery Design
Idea
Web
CCP VIA
practice

Validation

Industry
Research
experts
Design Aesthetics: Applied

• Bold & Engaging Headlines

• Strong & Relevant Imagery
• Tone of Voice & Audience Relevance/Connection
• Stays on Message!
• Quotes & Text act as imagery
• Consistent: headlines and section breaks
• Imagery + Language = Theme
Design = Problem Solved

Design Tools
Design Aesthetics
Putting it all together: the Gestalt
Gestalt: whole greater the sum of its parts
Gestalt: whole greater the sum of its parts
“Good gestalt” is when elements work together to create a unified aesthetic.   
W Hotels
2008 Communications Framework
November 7th, 2007

2008 MARKETING PLAN

September 24, 20007
DRAFT
 Our roadmap | the W communications plan
• Step 1: Brand and business truths

• Step 2: Consumer and communication truths

• Step 3: Communications imperatives

• Step 4: Strategic framework and strategic role of media channels

• Step 5: Online & offline budget allocations

Step 1: Brand and Business Truths

Influx of competitive activity

Must “Refuel
Democratization of luxury can be
our Cool” to be
leveraged to your advantage successful

Strong execution of International

expansion is critical

Be big, act small

Step 1: How to Refuel the Cool

Communications Idea

• Consumer-focused
– Unexpected acts of generosity

Access • Hip / Irreverent

– Tone of voice / offer / passions

• Aspirational
– Up the ante
Step 2: Consumer & Communication Truths

3 Key Target Segments

Primary: Secondary: Secondary:

Aspirationals Followers Insiders
• Value access to
insider knowledge • Brand loyalty not firmly • In-the-know
established • On the cutting edge
• Influenced by price
Step 2: Aspirationals demographic truths –
who are these people?

71% are A25-54, 48% are A25-44

Age
Median Age: 41

78% have a HHI of $100M+

High household income
(Median HHI of $131,000)

Education 70% have attained at least an associates degree

Employment 64% professional/managerial

Relationship status 70% married or engaged

County 59% live in suburbia, 33% lives in the city

Source: 2006 MRI Doublebase

 Step 2: Aspirationals Lifestyle truths -
How do they live their lives?
Vert% Index

Taken 3+ international trips in past 3 years 10% 221

International Visited Mexico in past 3 years 12% 178
Travel Booked international travel online 12% 227
Went shopping during international travel 23% 236

Obtained sports news/ information 37% 185

Obtained information about real estate 24% 247
Internet Activities Visited a TV network or TV show’s website 24% 189
Downloaded Music 20% 192

Own Portable DVD Player 11% 155

Own Digital Camcorder 15% 214
Gadget Choices Own Apple iPod 10% 304
Own PlayStation 2 25% 129
Own Plasma TV 12% 166

Corona Extra 11% 164

Brand Absolut Vodka 13% 212
Preferences
Banana Republic 13% 375
Nordstrom 15% 367

Source: 2006 MRI Doublebase

Step 2: Aspirationals Human Truths –
what motivates these people?

They define success as “cultural They make purchase decision based on

sophistication” what’s hot

Looking the part trumps all Keep their finger on the pulse of all
aspects of life
media consumption reflects their human truths
av y m ht
av y He diu -Lig Lig
ht
He
M e d- Me Me
d

72% / 351 13% / 61 10% / 49 3% / 15 2% / 12

34% / 159 25% / 116 22% / 102 13% / 67 6% / 38

33% / 156 21% / 96 19% / 94 17% / 84 11% / 62

27% / 134 25% / 125 22% / 103 16% / 81 10% / 52

19% / 92 24% / 117 25% / 125 21% / 103 11% / 59

9% / 41 18% / 87 27% / 132 24% / 128 22% / 122

Step 3: W Communications Imperatives

Being big, acting small means…

• Incredibly precise targeting

• Deliver “Access”
• Don’t do things we can’t measure
• Flexible
• Higher impact, higher return
• Ability to support tons of creative messages
• Offers/packages
• Partnerships
• W The Card
• International
Step 3: Digital is the only medium that meets all of your imperatives

Incredibly precise
targeting
High Med Low
Delivers “Access” High High Low

Measurable High Low Low

Flexible High Low Low

Higher impact, higher

return High Med Med

Supports multiple
creative messages High Low Low

International High Low Low

 STEP 3: 2008 Communication Framework

Grow to 62 properties and drive incremental $77MM ’07

Business Objective
EBITDA

Role of
Communications
Refuel our cool

Strategic
Target
Aspirationals

Key motive to Leverage Standing out means being in-the-know

Communications
Strategy Make our guests our “plus-one”

Strategic Media Framework

Design Tools
Communication tools

Design Aesthetics
Use for impact and support idea

Gestalt
The whole is greater than the sum of its parts
Thank You