THE PROJECT BRIEF
In the summer of 2004, Helicopter was hired by Deborah Needleman to work closely with her to develop a new model for the home decor magazine, what became domino. Condé Nast’s launch of Lucky in 2000 had proved highly successful by merging readers’ aspirations with their ability to act. Having approached Condé Nast with an idea to do this for the home, Needleman needed a design partner who could help bring the idea from concept to execution

Helicopter was given the challenge to work with Needleman to define the context of the magazine, starting with developing a prototype to sell to the Condé Nast team and, upon approval, launch the first issue. Our approach was always to think of Domino as a brand whose primary vehicle would be the print magazine but whose voice, look and feel would need to extend to web, marketing collateral and the overall identity of everything Domino.

Finding the Domino brand
Our first order of operation was to understand the existing marketplace and where this magazine was going to fit. We needed to know-how much home décor to highlight in relation to lifestyle, and how much of an aspirational quality to invoke in balance with the feeling of inspiration. It needed to capture a large audience but connect to the individual. The magazine needed to hit the ground running – it had to feel defined and solid.

Following an extensive dialogue with Needleman and talking to women who were interested in Domino’s content, we began to structure its persona. Domino needed to be supportive, understanding, honest and fun but also a little ahead of its reader - a maven who wants to share. It needed to be smart and capable but not perfect; it needed to help you with your life without being authoritative; and it needed to be inspirational as well as actionable.

We realized that in order for this new concept to succeed it needed to capture a much larger audience than the existing home magazines on the market but not become caught in the lifestyle market.


The Domino Launch
Domino launched its first issue in Spring/Summer 2005, becoming the most successful consumer launch in Condé Nast's history. It won the Adweek launch of the year and has retained its initial look and feel. Helicopter stayed with Domino as consultants, working with Condé Nast’s marketing, promotions and special events divisions to ensure the consistent evolution of the brand.


As a result, the Domino brand continues to be recognizable, relevant, intelligible and accessible. Helicopter developed a brand that speaks to the complete consumer experience and lives successfully within the prestigious Condé Nast portfolio as a property that will continue to expand and evolve.

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