1. PEOPLE MATTERS
Understanding the brand as to where we are and where are we heading
By Saurabh Deb

2. MISSION STATEMENTS
• People matters (PM) is essential to anyone working in HR. It’s the only Industry
magazine in India.
• PM has a reputation, which reaches way beyond its circulation. It proves good
journalism has no borders.
• India’s HR industry is big, unique and domestic, but we cannot ignore the link
with the western market. PM educates on the latest in HR trends across the
whole region, making it essential for anyone to get an insight.
• PM is informative and delves into real issues. It’s a perfect combination of
content, insightfulness and accuracy making it a great product.

3. DESIGN PRINCIPLES
When designing experiences for (PM)
keep in mind the following:
• Make the purpose of the design
understandable within 10 seconds.
• Provide a clear path to action.
• Build action-oriented visual language.
• Present products in context with time.
• Look for opportunities to surprise and
delight the reader.
• Allow for the new ideas and provide
interaction for the expert.

4. BRAND PERSONALITY
The objective of (PM) Brand Personality is to provide our internal and
external teams with a common understanding of design goals as well as a
common language and understanding of the boundaries within which the
design will take place.
PERSONALITY IS MORE... THAN IT IS...
EXPERT Influential Authoritative
Leading edge Know it all
DYNAMIC Engaging In your face
Current Always changing
Relevant Trendy
Active Uncontrolled
ACCESSIBLE Personalized Generic
Reader centric Company centric
Thoughtful Hopeful
Understandable Technical
MODERN Smart Futuristic
Clean Minimal
Simple Elementary
Efficient Streamlined

5. BRAND IDENTITY
The brand identity is a succinct summary of who we are.
It acts as a lens or filter for creating and communicating
the (PM) character in everything we do. At the heart of
the platform is the Positioning Statement and Answers.
Both share the primary goal of describing how (PM)
Inspires confidence. It also tells us what high-level
benefits our brand delivers. Used consistently, they
strengthen the integrity of the (PM) brand and loyalty
among our readers.
Magazine
Web/app
MARKET
SCENARIO
T oday 20 13 20 14 20 15 20 16

6. BRAND POSITIONING STATEMENT
Frame of Reference: (PM) inspires confidence. Leading people. Building organizations
Target Audience: For people in HR and the industry. Setting standards and helping form an
insight view to what really matters.
Point of Difference: One of a kind product, targeted to HR. With its strong content and effective
reporting, (PM) is undisputed market leader in this segment.
Reasons to Believe: Because of the steady growth in subscription and readership.
BRAND POSITIONING ANSWERS
Defining Characteristic: Inspire confidence. People matters in what we do. We are leading
people and we help build organizations.
Our Approach: how we operate. Provide more than exceptional inside to the HR industry, by
our monthly magazine and events.
Outcomes: what we deliver. Enabling the reader to understand the industry, the right and
wrongs and where it is heading. Also providing a global point of view on the subject. Partnering
to expand the knowledge domain into various industries.

7. EXTERNAL READER EXPRESSION
Human Resource. Understanding. Do More.
HR is the primary reason our readers subscribe to (PM). They read it to understand the market
trends. Who is who and the new market opportunities.
Core: Expand to new media
As the industry keeps expanding, as their markets trends keep changing, as their needs expand,
(PM) has the products and support programs to take our readers where they want to be and
inspire confidence within. The expression also stands to summarize the potential employ profits
by understanding people.

8. TODAY
Primary: Magazine (Print)
Others: Events, website etc.
TOMORROW
Primary: App/Website (Digital)
Others: Events, Magazine etc.
MARKETING TOOLS

9. My Scope of Work
• To develop a new visual language for the existing People
matters magazine from start (design project 1) that
could be taken forward to the digital format for the web
and digital app purpose.
• To design the website (design project 2), keeping in
mind the attributes from our print magazine, so as to
keep the visual narrative consistent. The reader should
feel that the digital format is an extension to our print
version.
• To design the app (design project 3) keeping in mind the
current trends, the UX & UI. All our three products
should look/feel the same.
• The work will be divided into various stages and
deadlines will be set to avoid delay. You have to
understand the magazine work will happen every month
for every edition. Project 2 & 3 will have to be done side
by side, till the prototyping stage.

10. My belief
• You cant ask the fish to climb the tree. I like working
with people, who understand their subject and what
they want in life. It adds verity to any team. Right team
can achieve the impossible.
• Branding is a slow process. Nothing happens over night.
We need to be consistent in our actions and efforts.
Patience is the key. Rome wasn’t built in a day.
• I am good at what I do, but no one is perfect. I am open
to learn and improve. As designers are humans and not
machines, so buffer time to think and act is important.
• Time management is very essential. Time stops for no
one. If it’s something that is already running out, I hate
wasting it. Deadlines are important.
• I don’t commit if I cant fulfill it.
• I like to keep my personal and professional life separate.
My family is important to me.
• All work and no play makes Jack a dull boy.
• We are only limited till we have contemplated the
solution to move on
I am the designer

11. THANK YOU
Connect with me at deb.saurabh@gmail.com
Go to my portfolio at http://be.net/saurabh