#porty yello
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MTN PROJECT Y’ello! Internal publication redesign GOALS As part of a team engaged by MTN (the largest cellular network in the MEA) to review their communications strategy for the 20+ countries they operate in, I developed a 400+ page document on the visual rules for marketing communications across traditional and digital media. Once finalised, the team and board decided to use MTN's internal publication, Y’ello! as the vehicle to introduce the new brand to MTN’s thousands of employees and visitors to their corporate offices across Africa and the Middle East. RESPONSE The MTN logo's shape provided the base unit for the proportions and shapes of all visual communications, while the corporate yellow and fifteen degree angle provide a sense of aspirational energy, and add a unique identity element. These elements were extensively incorporated into the new Y’ello! The format of the magazine, and its layout grid are defined by the square of the logo. The corporate yellow features throughout in headlines, layout elements, pull-quotes, graphics and photographic imagery. The fifteen degree angle is incorporated into every page so as to create a visual dynamic and energy that is woven through the publication. Unlike many an internal publication, Y’ello! does not attempt to fill every space with content. Calm areas of white or yellow give the eye a chance to rest, and act as a counterpoint to the bright visuals and dynamic angles. Typography is considered, and scale, weight and placement are all used to add visual interest and aid in readability.
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Transcript of #porty yello
MTNPROJECTY’ello! Internal publication redesign
GOALSAs part of a team engaged by MTN (the largest cellular network in the MEA) to review their communications strategy for the 20+ countries they operate in, I developed a 400+ page document on the visual rules for marketing communications across traditional and digital media.
Once finalised, the team and board decided to use MTN's internal publication, Y’ello! as the vehicle to introduce the new brand to MTN’s thousands of employees and visitors to their corporate offices across Africa and the Middle East.
RESPONSE The MTN logo's shape provided the base unit for the proportions and shapes of all visual communications, while the corporate yellow and fifteen degree angle provide a sense of aspirational energy, and add a unique identity element. These elements were extensively incorporated into the new Y’ello!
The format of the magazine, and its layout grid are defined by the square of the logo.The corporate yellow features throughout in headlines, layout elements, pull-quotes, graphics and photographic imagery.The fifteen degree angle is incorporated into every page so as to create a visual dynamic and energy that is woven through the publication.Unlike many an internal publication, Y’ello! does not attempt to fill every space with content. Calm areas of white or yellow give the eye a chance to rest, and act as a counterpoint to the bright visuals and dynamic angles.Typography is considered, and scale, weight and placement are all used to add visual interest and aid in readability.
MTNPROJECTY’ello! Internal publication overhaul and design
RESPONSE (continued)Having developed the layout and visual rules for the refurbished internal publication I was asked to creative direct the first three issues following the rebrand to ensure faithful application at this sensitive phase, and facilitate handover to the publishing house’s design team.
OUTCOMEThe MTN re-brand was a challenging project, and the Y’ello! relaunch - as the ultimate outcome - was the most pleasing aspect as it brought everything together, and brought the re-brand to life for MTN's staff.
Receiving universal praise within the MTN group, the publication went on to win Gold at the American Publishing Awards (APEX) for most improved corporate internal publication.
SKILLSCreative directionBrandingAdobe Creative Suite
