CNBC Business Day
GRAPHIC Redesign presentation Presented by: Victoria Todis | July 24, 2013
CREATIVE vision form follows function and animation and movement not only serve as visual interest and an exciting visual presentation, but also help tell the story. The key function and goal of the animation and design is to establish the hierarchy of content and data, as determined and curated by our editorial staff. The design should support and elevate the content, not distract from it, and serve as a vehicle that makes content and data an easier read, and integrates all the components, including talent, in a way that feels fluid and contextual. Display content onscreen in the way that the viewer wants to consume it, based on what is Redesign the screen graphics in a dynamic and innovative way, where
important to them.
forward thinking design, animation, and content display: we want to innovate and lead, not follow. We venture to be on the cutting edge of tv design and production. The look of our screen should be sophisticated, with an
modern and clean, without superfluous data or design artifacts. It should be unique and sharp,
edge of masculinity.
The new look of business day should reflect the gravitas of our brand but move it forward, infusing it with freshness and energy.
GRAPHIC REDESIGN PRESENTATION JULY 2013
GOALS The end result of our redesign will align with the core values of our brand: delivering valuable information to our viewers in a SMART, concise, actionable fashion while visually representing us as an upscale and BEST IN CATEGORY brand. Elevate look and feel of our brand to attract advertisers and sponsors in the luxury brand categories and increase our non-endemics. Improve consumer perception of the overall CNBC brand image and CNBC as the unparalleled leader in the financial news media space. Generate positive buzz / reviews. Establish CNBC as an innovator, a leader and trendsetter in tv production AND data presentation.
GRAPHIC REDESIGN PRESENTATION JULY 2013
INSPIRATION We’re not looking to others in the business news space for good design. We’re not looking to emulate anyone on tv at the moment - we don’t see cutting edge or innovation in this space. And we don’t think we should look like sports - sports has looked like sports for the past ten years. We want to lead, not follow. If we look at our so-called competitors, we would not describe them at all as fresh, smart, modern, or well-designed. We are already head and shoulders above them so we need to challenge and beat ourselves - raise our own bar. The best and most innovative info and data design is happening in the digital interactive space. All the best and most innovative agencies have moved into digital design now. So, we drew inspiration from that, and then tailored it to our medium and our audience.
GRAPHIC REDESIGN PRESENTATION JULY 2013
DESIGN DIRECTION As mediums converge, and based on how audiences are consuming content on multiple devices more and more, we should look cohesive across all platforms. To that end our design should be consistent on any device. That won’t happen by going the old school tv route of flashy transitions and noisy side effects. That will happen by looking on the digital side and letting that influence TV. Our audience would be amenable to digital inspired design now because the majority of them have smart screen devices and are accustomed to this type of design. Who doesn’t have an ipad, or an iphone, or a smart phone? It will be very different for television, but not jarring for our audience. Our audience is smart and sophisticated. Let’s not underestimate their taste level, which I believe has been elevated through the confluence of info and content design in digital media. I think they are ready for it and savvy enough to appreciate smart, clean, design where form follows function. They’re not fooled or impressed by crazy gaudy graphics. Even our research shows that our audience finds flashy transitions annoying and the screen too cluttered. GRAPHIC REDESIGN PRESENTATION JULY 2013
white panel blur LOOK Key design points: One semi-transparent textured panel serves as the base component that all data floats on, Instead of individual object components, The height of it adjusts on the screen to accommodate the content. Responsive screen so elements adjust size and scale based on other content entering screen Blur effect of video adds depth and layering, while keeping screen clean and talent integrated. Motion is fluid and graceful, while still being bold, engaging and fun to look at. Editorial style photography used where possible in lieu of graphics and cut-out headshots; taking advantage of full HD screen, more compelling and engaging. Right rail (6 column grid system) is generally where all content and data appears when talent is up full.
GRAPHIC REDESIGN PRESENTATION JULY 2013
BASIC SCREEN layouts
A more fluid and integrated screen: Instead of individual object components, one semi-transparent textured panel serves as the base component that all data floats on. The height of it adjusts on the screen to accommodate the data; it is down low and on the bottom for lower third text, and then raises up to sit as a backdrop of chart and boards. Panel is semi-transparent so a hint of video shows through it (blurred). Panel never goes to very top so creates layers and depth.
GRAPHIC REDESIGN PRESENTATION JULY 2013
high alert franchise treatment
Market Alert animates down, very large and alarming but not taking up the entire screen to allow layers for depth; Branding shrinks and settles in lower right, coordinating with lower third. Lower third text in italic for alert mode. Bug bar pales to white strips, leaving only the NSA strip in color contextual to the alert, thus highlighting it. It also expands to become larger and more important, and show more data. This essentially combines the current bug bar and chip.
GRAPHIC REDESIGN PRESENTATION JULY 2013
regular franchise treatment
All franchises follow consistent layout, but with different animation style.
GRAPHIC REDESIGN PRESENTATION JULY 2013
right column graphics
The two column “right rail” serves as the place for various content and data graphics to populate. Lower third is “responsive” so it adjusts based on other content onscreen.
GRAPHIC REDESIGN PRESENTATION JULY 2013
tease graphics
Bigger bolder and have more prominence.
GRAPHIC REDESIGN PRESENTATION JULY 2013
fullscreen guest teases
Editorial style photography used where possible in lieu of graphics and cut-out headshots; taking advantage of full HD screen, more compelling and engaging.
GRAPHIC REDESIGN PRESENTATION JULY 2013