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Business Info

Business Name

Bdellium, Inc.

What do you do?

Bdellium helps companies expand their business by enabling them to deliver new customer services that typically solve difficult decision making problems.

This design project relates to a new service that we are helping to launch in partnership with a company called Fiduciary Benchmarks, Inc (FBi) (http://www.fiduciarybenchmarks.com).

Fiduciary Benchmarks helps to improve retirement plans for millions of workers. They benchmark the quality and cost of services that retirement plans receive from their service providers so that plan decision makers can make sure they are getting value for money.

The new service to which this design project relates will help companies and their advisors design the best possible retirement plan for their workers. This service is delivered in the form of a report that an advisor would present to the plan decision makers in a client company.

How many pages of print design do you need?

We need a 23-page report to be reviewed and redesigned as necessary to improve navigation, increase visual impact and communicate key information more clearly.

List the size requirement(s) for your print design

Letter-sized pages in Landscape orientation.

Target Audience

What is your industry?

Financial / Retirement Industry

Describe the target audience for your print design

The target audiences are (a) advisors to the companies that sponsor pension plans and (b) the plan decision makers within the sponsoring company. The target market includes more than 250,000 plans across all industries. The audience will include busy people with short attention spans, some of whom will be more receptive to words than data tables while others will be the exact opposite, focusing on graphics and not stopping to read long text. The design must simultaneously communicate with both types.

What 3 things would you like to communicate to your audience through your print design?

We have distilled an extremely complex issue into a core set of 11 pages that provide almost everything a decision maker needs to know (pages 6 - 16 of the sample PowerPoint file). Our approach is to use methods that are simple so they can be understood, transparent so they can be trusted and practical so they can be used.

The design style should be uncluttered. Both the overall report structure and individual page navigation must be intuitively simple, while information must be conveyed rapidly, without requiring intense focus.

Style and Concept

What print design styles do you like?

We like the design principles of Edward Tufte in relation to the graphical representation of quantitative data (aim for a high ratio of information per pixel of ink) and their implementation by Stephen Few (see http://www.perceptualedge.com/examples.p...

We prefer to use Calibri font since this is consistent with the FBi house style. However you may decide to deviate from this if you think the use of a different font or fonts would better achieve the objectives.

What colors do you want to see in your print design?

The design should use FBi's official color palette, consisting of:

R159 G166 B23
R0 G159 B194
R206 G112 B25
R213 G159 B15
R124 G106 B85

Additional, colors that complement the above may be used.

What colors do you NOT want to see in your print design?

No colors are specifically excluded.

What adjectives should best describe your print design?

Elegant, clean, uncluttered, well-structured, comfortable, flowing.

How will you use the print design?

The report will be presented by an advisor to a committee of senior managers (typically with financial, legal or HR backgrounds) responsible for designing a company's retirement plan.

The key objectives will be (a) to highlight the importance of good plan design for reducing both worker retirement security risk and decision-makers' legal risk, (b) to educate the audience on key facts and questions that should inform their decisions about plan design, and (c) to communicate proposed design changes and the (positive) impact of those changes on both the sponsoring company and plan participants.

What content must be included in the print design?

The exact content that must be included in each page of the report can be seen in the uploaded sample PowerPoint file, including the "Powered by FBi" logo and the advisor logo.

The challenge is how to achieve clean, flowing, high-impact design given the volume and detail of the information on each page.

The current design concept is that each page contains all key information related to a single topic so that the reader does not need to flick back and forward between pages. Therefore, preferably the content would not be spread across multiple pages. However, you are free to submit whatever design you think will convey the information with the least effort on the part of the reader.

The graphics in the sample report were created in EXCEL and a sample EXCEL file is also attached.

Materials

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