Graphic Design That Works

Job:12-84823 Title:RP-Graphic Design That Works (LDW)

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xfera

CLIENT:

Xfera is a mobile communications

company that offers a new gener-

ation of services and solutions.

FIRM:

Summa

ART DIRECTOR:

Wladimir Marnich

DESIGNER:

Griselda Marti

PHOTOGRAPHER:

Various stock

COPYWRITER:

Conrado Llorens

ABOVE: Because Xfera means “sphere,”

the design firm created a unique mark

incorporating the spherical letterform as

a play on words. The embossed logo sits

predominantly on the vibrant yellow

cover. The specially designed font, called

Xfera Taz, distinguishes the company’s

new identity.

A Step Above the Rest

Xfera was in the midst of developing an identity for their

company. “This was a brand book created for the official

launch of their new mark and name,” says art director

Wladimir Marnich. Designed as an internal communications

device, the brochure was used to inspire and inform employees

about Xfera’s new identity and key messaging. “We did a lot

of research to help understand the market, develop the brand,

and position the company,” recalls Marnich. “We traveled

throughout Europe—looking at the latest in mobile telephones.

We realized that there was a lack of real quality amongst

their competition.” Xfera was a fairly new company entering

a very competitive market, so they could not survive or com-

pete on price alone. “Because Xfera was coming out with the

latest in technology, we focused on quality, simplicity, and

humanizing the whole business instead,” adds Marnich.

Inside the brochure, words and images work together to

clearly communicate the company’s new brand. The images,

mostly lifestyle in nature, reinforce the key values and give a

human quality to the overall identity. “We spent a lot of time

researching photos,” notes Marnich. “We not only had to get

the concept to go with each one of the values, but we also

had to choose images with a similar quality. It was very difficult.”

Because of budget constraints, the design team had to use stock

photography. The brochure concludes with the presentation of

the company’s new mark and overall visual look.

Graphic Design That Works

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Job:12-84823 Title:RP-Graphic Design That Works (LDW)

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86

What Works

The simplicity in layout and text helped to clearly

communicate the company’s new brand and identity to

Xfera employees. “People were quite pleased and really

tuned into what we were trying to say,” details Marnich.

LEFT: Throughout the

brochure, each spread uses

key words and lifestyle imagery

to clearly communicate the

company’s nine core values.

The entire brochure plays off

the corporate color scheme—

yellow, black, and gray. Gloss

varnish is applied to the

headline type to make it

stand out.

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