Barbour Design

ESPN 2015 Planning Guide

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Our mission, should we choose to accept it.

The Direction

Again this year, were granted the honor of designing the ESPN Planning Guide—a print and digital package serving as the comprehensive resource to ESPN’s portfolio of properties to guide media professionals in customizing their media plans to best achieve advertising goals.

Our creative “mission” in designing the 2015 guide was exactly that—to spotlight ESPN’s mission, “Sports is the center of culture. ESPN is the center of sports,” and the unique missions of the properties within ESPN’s portfolio. The information should be accessible and readable, but also visually compelling.

Not exactly invisible ink.

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The Reflection

In contrast to the photo-centric, white, clean design of previous guides, this year’s design features a modern look with vivid colors flooding the covers of each guide and no photography (yep, you read that right). Using spot gloss, each cover uniquely reveals a subtle collage of logos and words reflecting each guide’s content.

At the center of the design sits the mission statement unique to each property. The covers’ vivid solid colors and clean titles allow readers to quickly identify each guide from within the packet.

An evident success.

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The Conclusion

The complete kit includes a booklet envelope for mailing, an introduction letter from the president, four tabloid-sized guides, and five letter-sized guides. New this year is an attractive sleeve that securely holds all the guides together—a solution that’s easier to use and more durable than the traditional belly band. The individual guides have changed to a landscape format and open vertically, providing a better reading experience for the user by eliminating the need to rotate the pieces to read the content.

Recognitions: 2015 Hermes Platinum Award, 2015 MarCom Platinum Award, 2015 Communicator Gold Award of Excellence, 2015 Davey Gold Award