| Harvard Business Publishing
2010 REBRAND 100 Winners > notable
Industry: Publications/Publishers
Component Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - Harvard Business Publishing is well known for its main magazine publication, Harvard Business Review, which provides thought leadership insight to today’s top executive leaders. But their audience is much broader - including emerging leaders (future CEO's) and educators who use Harvard Business Cases as a core to their curricula.
Challenge - HBP needed to show its thought leadership not only in the online realm, but for other non-CEO audiences. Its recent website was out-dated and confusing, switching users between websites based on internal content organization rather than user experience.
Strategy - The goal included creating separate websites for separate audiences -- HBP for Managers, HBR (for executive officers) and HBP for Educators -- that each provides its own look and content focus. Then we created an umbrella masthead that allows for easy navigation and signposting between and among the websites.
Result - The new websites are customized for each audience, including unique content focuses, color palettes, and overall brand assets. The new masthead also allows the user to easily understand the broad offerings of HBP, and where they are inside of the site at any given time.
Credits:
Client: Harvard Business Publishing Online - www.hbr.org
Brand Strategists/Designers: Pappas Group - www.pappasgroup.com
Account Manager: Linda Koritkoski
Strategy: Ellen Fort
Design: Sean Wallace, Anthony Pappas, Diane Peters, Gilles Blaise
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