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Content Strategy at Work by Margot Bloomstein

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Chapter 2

Designing cohesive experiences: Introducing content strategy to design

Deriving design from content at MOO

“They could be updated, moved around … you could pull out a specific card and stick it on your monitor. The brand guidelines were very much meant to be used—and they were meant for the whole company.”1 That's how Denise Wilton, the former creative director of MOO and moo.com, described the editorial and visual brand guidelines she developed for MOO, the charismatic custom printing company based in the UK.

Is there a place for high-quality paper stock and inexpensive, extremely small print runs in the $100 billion global print industry? As the custom printing industry has commoditized low-cost, low-volume solutions—100 business ...

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