In many ways Thomson Reuters operates like a traditional media outlet, aggregating headlines from around the world to derive and distribute intelligence across a diverse array of subjects – from science, to finance, to tax and risk assessment. And yet, Thomson Reuters is also highly regarded as an information services firm. Over the years, they’ve furnished a robust suite of tools to mine vast amounts of analytics and data, helping industry stakeholders unearth key insights and make informed decisions.
With these two spheres of their business in mind, Thomson Reuters came to us with a singular mission – to cement their presence as a company that is at the forefront of innovation. To answer that call, ISL teamed up with a small cadre from the Thomson Reuters Intellectual Property & Science division to conceive of, design and ultimately build a website that would engage researchers, technologists and influencers from the scientific community.
In order to guide our creative thinking, we first set out to delineate some key conceptual and aesthetic parameters in the form of moodboards. These would serve as a preliminary source of inspiration — helping to articulate the look, feel and tone of the website as it would ultimately appear in its finished form. Focusing on the interplay of science, technology, data visualization and editorial-style graphics, we developed three potential creative directions — each offering distinct recommendations in visual style, typography, color, form and texture.
Information graphics played a prominent role in the initial launch of the State of Innovation and proved a significant priority to our client, Thomson Reuters. Providing simple, interactive visualizations of otherwise esoteric data ensured that the immense amount of information culled by the IP & Science division was easy to understand for industry experts and outsiders alike.
From a branding and communication perspective, our challenge in designing The State of Innovation was twofold. First, how do we sufficiently leverage Thomson Reuters‘ institutional reputation as a leader in media publication and information services? Secondly, how can we push the company‘s existing brand guidelines in a way that invigorates the content and engages new users?
We quickly determined that making ample use of Thomson Reuters established brand typeface, “Knowledge” was an easy win in reinforcing brand recognition. Coupled with the distinct use of Thomson Reuters’ orange, a familiar palette of grays and subtle textures, we struck upon a bold, yet inventive articulation of the Thomson Reuters brand. We then combined these novel type and color treatments with clear, expressive iconography that further reinforced our minimalist aesthetic.
One of the key offerings unique to The State of Innovation came in the form of our “Innovation Insights” section, a growing archive of informative, research-based articles across a variety of topics, intended to reach experts and non-experts in the scientific community alike.
Throughout, we took every opportunity to design for a variety of visually engaging content– from elaborate tables and graphs to select pull-quotes to embedded video. Each of these media would serve to reinforce Thomson Reuter‘s position as a thought leader across a wide range of topics.
Our visual approach was geared towards providing an exceptional reading experience, on par with the finest of digital publications. We combined large lush photographs with a variety of graphic elements and bold type to equip each article with a polished, editorial aesthetic.