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annual reports | |
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Chela
Financial |
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IDG Books |
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Wordworking collaborated with Landkamer Partners to create this sophisticated yet inviting 1999 annual report for IDG Books, publishers of the For Dummies titles and other bestselling books and Web services. The company had made a major acquisition during the previous year, and wanted to communicate the breadth and depth of its “how-to” brands. Our solution: a bold question-and-answer approach. The “How Do I...” questions begin on the cover and continue on full-page color pages throughout the book. A gatefold spread divides the how-to story into “markets,” “ brands,” “content,” and “delivery,” with brief callouts highlighting specific titles, demographic segments, and joint ventures. Even the financials echo the theme: At the bottom of each page is a question related to an IDG Books title, from “How do I choose the right wine?” to “How should I buy health insurance?” |
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How to revitalize a respected knowledge brand: by expanding
its audience and reinventing its mission. Since 1958, CliffsNotes has
been helping students prepare for exams, write papers, and appreciate
the classics. The brand was a unique household name, trusted by generations
of time-pressed students as a shortcut to academic success. When IDGB
acquired CliffsNotes in 1998, we saw an opportunity to retain loyal customers
after their student days were finished—to provide them with “the
shortcut to success” for the rest of their lives. And so in Fall
1999 we introduced 16 new CliffsNotes lifestyle titles, covering business
and technology topics as timely and diverse as creating a Web page, managing
money, and understanding health insurance. The new series, competitively
priced at $8.99 each, is targeted to a broad audience and sold through
new distribution channels that include prominent placement in major mass-market
retailers. In addition, we continued to expand the original CliffsNotes
study guides, adding new Shakespeare compilations and contemporary titles.
And we enhanced the entire CliffsNotes brand with a new website, cliffsnotes.com,
which invites consumers to register for free daily e-mail newsletters,
visit topical resource areas, access links and tools, and purchase books
for immediate download or for shipping from the IDGB warehouse. Our goal:
to continue to make it easy for a student pulling an all-nighter to write
a paper about Romeo and Juliet, or to help a young couple set up a computer
on a Sunday afternoon. Whether stores are open or closed, CliffsNotes
promises to be the one knowledge brand about which consumers of all ages
can say, “CliffsNotes saved my butt!” Design: Landkamer Partners, San Francisco |
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Nancy
Friedman, Chief Wordworker |
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| Read what Jon Carroll has written about me in the San Francisco Chronicle! | |||||||||||||||
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2007 Wordworking Website design by Monroe Street Studios |
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