Digital Strategy | 2010

Digital Strategy | 2010

In a nutshell, this is the strategy poster that I designed as a conversation piece during our discovery presentation to Dunkin’ Donuts while working on the DD.com redesign for 2010/2011.

The top and bottom are meant to entangle such that when you arrive at the bottom, you’re arriving back at the top of the image. Paid and Earned media live in the world, and we show here how DD.com can feed and seed that world, but also reflect that world back to its audience. There are a number of convection cells on the right and left of the .com content library (the donut in the middle) which get into the modularity both of modern websites from an aesthetic standpoint, but also from a technological standpoint; pipes and lights, as well as software, needs to be modular and flexible enough to scale and shift without impact. Many of the “Tools” and “Modules” referred to here are now living in a cloud for just that reason.

  • Credits: CD: Max Fresen