The Business Year (TBY) is a global media group that provides insights into the world’s most dynamic markets. Including interviews with top decision makers in the Middle East, Latin America, Central and Southeast Asia, Africa, and Europe, TBY content is available in digital and printed reports and across digital platforms.
Having managed the Art Department of TBY from 2014-2016, below I showcase visual highlights from this period, including brand identity and digital presence refresh, cover, infographic and editorial design. Contributors: TBY Art Team, Eray Makal, Kursat Unsal, Fulberta.
We worked on refreshing the brand identity in terms of logo and typography. Our goal was to increase prominency of the brand and make it more expressive. We relied on a strengthening typography in order to achieve that. Changing the logo typeface to DIN, reducing the letter spacing we achieved a more expressive logo. Keeping the stripe on the logo, we further emphasized it by introducing it as a design element in the visual identity (see letterhead and business card).
After completing the brand refresh we moved to the second phase of the project and worked on the entire digital presence including website and mobile app. We prioritized enhancing the reading experience while working on this phase. We applied the new visual identity guidelines and significantly narrowed the color pallet for digital presence. After completing the brand refresh project, we have observed increase in engagement and time spent on website and app.
During my time at TBY, we published 14 to 24 yearly reports every year from Colombia to Dubai and Malaysia. From their cover art work to infographics and design of each spread, we've worked with full dedication and care.
The infographic we designed for Azerbaijan issue, illustrating the development of construction sector in Baku.
The Year is Review section welcomes the readers right after the table of contents. With the map, we aim to illustrate the article and some highlights from the issue.
We published this Azerbaijan issue before the 2015 European Games, illustrating the key information about the locations, capacities and future events to be held at the venue.
As the Art Director at TBY, I was responsible for the 360 visual communication of the brand, including branding, advertisements and PR. In 2016 I delivered a large project to create the "powered by you" concept. For this concept I focused on the top strength of TBT, its content driven by interviews with top executives in the most dynamic markets. We've adapted concept to end-to-end communication including outdoor and print advertising to publication covers and event branding.
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