Viewpoints is a Branded Content publication. All of the contents are produced by the editorial team independently, and some of the contents are sponsored by external clients. Each publication is centered on a specific location; more specifically in this case Barcelona. It is a multichannel publication, with print elements and an online platform.
The brief stated the need for an appealing publication, capable of maintaining a consistant visual identity through all pages, channels and issues. On top of this, each issue had to adapt to the graphic personality of its corresponding location. It is also important to note that Viewpoints is a start-up platform which grows within the Bloomberg Businessweek editorial environment, and therefore has to take into account the fresh, cutting edge editorial approach this brand has taken.
To achieve all this, a modular landing page system was generated, with abundance of headlines and points of access. The aim is not so much for the most efficient navigation, but rather that the user got lost within interesting content. The attention was centered on generating different short pieçes, avoiding long reads and focusing on strong visual content: photography, illustration, typography and infographics. Having worked also as part of the editorial team, there was a strong consistency between the content and its final design. The graphic language is based upon the use of centered sans serif typography, which produces an elegant layout of the page, adding a cosmopolitan and casual visual direction, related to the spirit of Barcelona.