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Masters of Design: Corporate Brochures by Sean Adams

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Job:06-12640 Title:RP-Masters of Design-Corporate Communication
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Job:06-12640 Title:RP-Masters of Design-Corporate Communication
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direct, harmonious, and has a layer of intelligence and wit.
Partner Stephen Doyle has maintained the same vision for
Stephen Doyle
Doyle Partners
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DOYLE PARTNERS
NEW YORK , NEW YORK, USA
A project created by Doyle Partners is typically fresh,
direct, harmonious, and has a layer of intelligence and wit.
Partner Stephen Doyle has maintained the same vision for
twenty years. As he says,The most important thing about
communicating a client’s message is to help them figure
out what the hell it is.For Doyle, client’s minds are like
coral reefs, and they build up a little calcium day after day,
and after a few years, they become a great hiding ground
for very colorful fish with imaginative shapes. He uses
this analogy to describe one of his goals: “The fish need
to be coaxed out of hiding, and they are very slippery.
OPPO SITE
Pax is an organization
devoted to stopping
gun violence, without
getting entangled in the
constitutional arguments
of rights and wrongs.
Two platforms comprise
the organization: “Ask”
is an initiative to prompt
parents to ask if there is
a gun where their children
are playing (at the homes
of neighbors or friends).
The second leg is “Speak
Up,” an anonymous phone
number for school kids to
call in case they hear about
a weapon threat.
Stephen Doyle
Doyle Partners • New York, New York, USA
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Sometimes, it is the assumptions of the
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Sometimes, it is the assumptions of the
industry, the talk of the trade, or the old habits
that obscure the real message from your
client. The client is a designer’s partner in
a project. It is important for the designer to
communicate the way that outsiders view—
and experiencethe client’s brand, products,
or services. “Being naive about the projects
that I embark on is one of the best assets
I bring to a project,” says Doyle.After I hear
someone’s spiel, I inevitably start with this
line: ‘Can I ask a really stupid question?’”
After hammering away at the client’s assump-
tions and predispositions, Doyle then is ready
to actually uncover what the message should
be. He then determines a thorough under-
standing of the context where the message
will be seen. It is only after these issues have
been explored that he will start thinking about
design. And he maintains this philosophy:
“When designing, it’s not about you, it’s
about them.
There is no single format used repeatedly
at Doyle Partners. Doyle believes the format
should be just as small as it can be, no
smaller, or just as big as it can be, no
bigger. Everything in between is a waste.
He incorporates an online presence as an
invaluable tool, but finds that printing can
be a better way to attract attention. “Beware
the difference between print-outs and print,
and he adds, “Print is a nice way to actually
emphasize the beauty of a printed object as a
object.” For instance, a letterpressed business
card actually talks to a viewer’s fingertips.
This is a connective and tactile experience that
is useful when most of your communication is
digital. Excellent printing can bring a higher
level of professionalism, especially if a client
is working out of the garage.
Authority
Print confers authority. Doyle landed his first
job at Esquire magazine after graduating from
Cooper Union. He recalls, “When I returned
home to Lutherville, Maryland, the neighbors
advanced on me, excitement on their faces,
their arms outstretched. They said, ‘I saw your
name in the magazine!’ It was remarkable that
the printing of my name, in 8-point type on
AB OVE AND OPPOSI TE
This identity uses the
metaphor of transparency
and overlap to indicate
the structure of Pax. Each
program has an identity
appropriate to its audience.
It is a priority at Doyle
Partners to create pro
bono work for these types
of imaginative programs
with critical impact.
Doyle Partners

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