3M New Ventures
Client 3M
Agency MoreSleep
Assignment Web Magazine
Role Lead Designer
What is the challenge?
The magazine needs to portray 3M New Ventures and it’s portfolio companies Visibly, in a way that is relevant for the different target audiences and creates value for each of them.
Who
General Public: the magazine speaks to the general public to showcase 3Ms impact on the world.
Venture Capitalists: The Magazine addresses Venture Capitalists who should invest in the portfolio companies. Entrepreneurs: The Magazine needs to address Entrepreneurs who are looking for investments and partnerships.
Purpose
Visualize the differences to the general public that 3M New Ventures and the portfolio companies make to illustrate the huge positive impact on our world. Generate potential investments for 3M by positioning 3M New Ventures as a trustworthy longterm Investor and Partner to entrepreneurs. Create a desire to invest in those companies to get other Venture Capitalists on board.
Our approach
The 3M New Ventures Magazine is a web magazine that visualizes the work of 3M New Ventures by showcasing the ventures, their partnership with 3M, and their impact on the world in broader contexts (chapters) in a narrative way. Every chapter deals with one topic, for example, „Healthcare“ and introduces a venture company while providing targeted content for each audience to serve their particular needs. The Magazine makes the invisible and often abstract process of innovation and science visible and illustrates the relevance on the daily life of today and tomorrow in an accessible, journalistic, and honest way. Each chapter is going to be updated over time to stay relevant. Within the further development, the magazine evolves into an archive/map of 3M innovation in various fields.
Magazine Structure
The Magazine structure creates a visual rhythm between articles shifting between full-bleed heavy emotional articles and smaller light articles, this creates a rhythm and give the reader a breathing room and breaks the monotony. Subtle Branding Representation. The reader should be able to recognize the identity of 3M, without being overwhelmed by too much branding. The Magazine balances between content focus and subtle visual brand appearance. The Magazine uses the 3M red strategically and consistent inactive elements, fact modules, and breakout modules. This Corporate Publication should be received as serious journalism and not a corporate advertisement, over branding can mislead the reader’s trust.
Client 3M
Agency MoreSleep
Partner Thomas Andrae
Lead Designer Lasse Kusk
Creative Director Stefan Schuster
Junior desiner Lenz Meier
