Objective:
The primary objective was to create a visually engaging handout and a manifesto poster for an upcoming town hall event. These materials were intended to communicate the new strategic direction, rally employee support, and foster a sense of empathy and commitment to the company’s goals. The poster would serve as a symbolic artifact, allowing employees to sign and show their endorsement.

Approach:

• Initial Consultation and Concept Development:
  • Engaged with the client to understand the desired voice of the customer and strategic direction.
  • Defined the need for a handout and a manifesto poster, focusing on clarity, engagement, and visual appeal.
• Design Requirements and Specifications:
  • Developed concepts for a small, easy-to-distribute handout, either an accordion fold or a saddle-stitched booklet.
  • Ensured alignment with Zillow’s brand standards, including specific colors (blue, navy, green) and typography, while incorporating stock photos and illustrative elements to add a whimsical touch.
• Iterative Design Process:
  • Created two initial design concepts, incorporating feedback from the client and the design-savvy marketing team at Zillow.
  • Finalized a 25-page booklet with clear pagination, allowing for breathing room and a focus on typography.
• Production and Execution:
  • Coordinated with the printer to ensure the booklet and poster were produced within the tight timeline, utilizing matte paper for the posters to enhance the signing experience.
  • Managed logistics to ensure timely delivery to two specified locations, adhering to the deadline for file submission.

Design Tools and Techniques:

• Typography and Layout:
  • Emphasized spacing and clear typography to enhance readability and visual hierarchy.
  • Used a new font in alignment with updated brand guidelines, ensuring consistency across all materials.
• Illustrations and Graphics:
  • Incorporated simple, illustrative elements and infographics to convey key messages in an engaging manner.
  • Balanced the use of stock photos with overlay techniques to maintain a professional yet approachable aesthetic.
• Production Specifications:
  • Chose saddle stitch binding for the booklet for ease of production and handling.
  • Ensured the manifesto poster was designed with ample space for signatures, creating a visually impactful artifact for the event.

Outcome:
The final handout and poster effectively communicated Zillow’s new strategic direction and engaged employees in the transformation process. The materials were well-received at the town hall event, with the poster becoming a central piece for employees to express their support. Richmond Concept’s meticulous approach to design and execution ensured the materials were not only informative but also visually compelling, contributing to the successful unveiling of Zillow’s new vision.

Tools Used:

• Adobe InDesign
• Adobe Illustrator
• Adobe Photoshop
• Microsoft PowerPoint (for initial concepts and layout planning)