The Seattle community paper, Northwest Asian Weekly, is still using our rebrand all this time later. I’m updating our portfolio here to reflect the highlights of our past work in design, and communications, and so, wanted to post about it here.
How we rebranded a 25-year old paper
Everyone. editors, copyeditors, publisher, designers, other staff, occasionally those passing by, and DK worked together to come up with a fresh update, a new template set, typeface selections… the works.
Concepting took a good effort, but it was important, for us, to get the story first. So we sat. And talked. For several sessions, just setting things up so the real talking could begin. In this way, we could do what all designers love to do when they are writing their own creative brief: be present, listen, and make sure you hear everyone. Goal, for DK, then, was to gather inputs from the full team at NWAW.
But it started with the whole big metaphysical question, 25 years after you got started, ‘Who are you now?’
A box over the i, which you can see accented in the design for the masthead, was inspired by the answer we found, together, through dialogues at a round table. Which was, ‘A window to the world.’
Will need to find the better resolution files from our redesign process, but I’m terribly disorganized with old old files, as most people are, and it’s fine, but why I bring this up is because I do recall the file I placed onto the CD of files I had delivered when this project ended, which was, ‘Brand Story: A living document.’ A word file, meant to be something that future editors and designers could visit, and reshape, as time moved on and needs changed. These things happen. It’s inevitable. But a good design leaves space for that… leaves room to grow, and change. To me.
Writing & Publishing
Since I personally love community journalism, I was hawpy to be part of this project, and lead the effort to shift over to a modern, clean design from the original style.
In 2013, When DK got set up in Cambodia, I began to write for the paper, too. I sent in this column, ‘The Village Report,’ to the NWAW. It was easy to think of the idea, given what DK had gathered about what the aim, vision, story, and idea was for the redesign. ‘Window to the world.’ Made sense. It fit. It worked.