Lena Gomez, of our current MA Communication Design Information Design Pathway cohort, has been involved in an exciting collaboration with Lantana Publishing this year. Lantana is an award-winning children’s book publisher that focuses on diversity, social equality and environmental sustainability.
Alice Curry, Lantana’s founder and CEO had been talking to Pathway Lead Jeanne-Louise Moys about a potential collaboration in 2019. Lantana was looking for a holistic communications strategy that would reflect how their vision and ethos are evolving and work effectively for their different audiences and stakeholders. When Lena joined our MA cohort in autumn 2019, her strengths and interests mapped well to Lantana’s communication needs so Alice presented us with a brief that Lena undertook for her professional practice assignment.
Lena said: “Diversity in children’s literature was a large aspect of my undergraduate thesis research, so working with Lantana was the perfect fit for me. I was excited to take on the challenge of creating a communications strategy for a client that is in the middle of implementing exciting new changes”.
At the outset of the project, Lena visited Lantana and worked with them to understand their needs and priorities. She then conducted research to align her project with a broader understanding of current marketing and communication trends in the publishing industry and consider the specific customers, stakeholders and potential partners encompassed in the audience. Looking at user analytics on their existing website and social media and developing clear user personas to work with was an important part of her user-centred research. Lena also had to bear in mind how her design solutions needed to be easy and efficient to implement for an independent publisher and work with their existing systems.
Lena developed a range of initial approaches for Lantana. These included both visual design proposals and strategies for their implementation. Once a direction was agreed, Lena developed her ideas further producing a comprehensive strategy supported by a new logo design and style guide for the redesigned brand, compliment slips and corporate stationery, a series of infographics and proposals for the redesign of the website.
Reflecting on the project, Lena said: “Working with the team at Lantana has been a rewarding experience. Through collaboration and exploration, I feel that we came up with feasible solutions that aligned well with the goals and values of the company. I’m also happy with the range of designs that I had the opportunity to work on, from logo design to infographic design and more.”
Following submission of her project for University assessment, Lantana has contracted her to continue the redesign of the website. Alice said: “I feel the project has been beneficial for both of us, the relationship has been easy and professional, and I’ve really enjoyed working with her these past few weeks. Lena has brought some fresh, new ideas and insights to the project, giving our branding a fun, child-friendly yet professional new look, and we’re delighted. ”
This project is the first collaboration between Lantana and the Department of Typography & Communication. Jeanne-Louise said: “Working on live briefs is always incredibly valuable for our students. Lantana’s brief is particularly good as Lena needed to consider the needs of the publisher and their systems alongside the needs of their multifaceted audience. We look forward to future collaborations.”