Project Background
Norwegian Publishing house Aschehoug consists of multiple subdivisions, visible across a wide range of communication channels. Despite having an existing design profile, they had an increasing need to be able to communicate across multiple digital platforms with a singular, unified and cohesive motion based design system.
Regardless of whether the format was social media based, an internal presentation, book launch or content for their educational platform, all design elements need to be easily identifiable as belonging to a specific division within Aschehoug as well as being part of a comprehensive design system.
Insight & analysis
Our process began with an analysis of the existing design profile, to identify the key brand and identity elements. We then set out to identify how to best incorporate and supplement these into a solid but flexible motion based design system. Parallel to this we also mapped out Aschehoug’s existing external communications to gain insight and a greater understanding of when, where and how Aschehoug met and interacted with their audience.
Process
We felt it important to preserve their rich history, which is rooted in the physical book, whilst simultaneously expressing Aschehoug as a forward-leaning company in the digital world. Our approach was to question "How the analogue book meets the digital world" by identifying the characteristics of the traditional book. After considering several possibilities, we decided to employ layered book pages as the principle design element. This approach provided a clear, abstract interpretation of the book as well as integrating well onto digital surfaces in multiple formats. It suggests a depth and breadth to the variety of content offered by Aschehoug. It also presents an elegant and effective system for displaying information as well as leaving room for additional identity bearing elements.
Further Development
As a result of developing this motion based design system we were tasked with producing a series of films to help promote Aschehoug’s online learning platform: ‘Aschehoug Universe’. These films were targeted at teachers and head teachers at schools across the country with the aim of conveying the main benefits of the platform, as well as demonstrating how it would help ease workloads of already busy teachers. Focus was on the system's adaptability, with auto-generated scheduling based on national curriculum requirements as well as flexible solutions for teachers to create their own streamlined teaching schedules for students.
Aschehoug's education division also had a pre-existing design profile designed mainly with print and web based media in mind. We expanded upon the existing design profile, and developed a fully thought-out, playful and flexible set of characters and motion based elements.
Both films work as part of a continuing series as well as being well-functioning, standalone pieces of communication in their own right.
"Working closely with Racecar was both liberating and very educational! They are professional and solution-oriented. Our need for complex communication was broken down into visual revelations, creative simplifications and smooth transitions. The talented people at Racecar saw the possibilities that were better suited as animation than text. They saw great potential in our graphic profile and with their expertise they have expanded upon it with new elements, movement and sound that elevates our message to a whole new level!"
Lucy Henshall Aasen
Marketing manager, Aschehoug School Division
