Visual Marketing: 99 Proven Ways for Small Businesses to Market with Images and Design

72. Translating a Global Brand into Local Currency: Making an Existing Brand Design Resonate in a Different Country

When TED, the nonprofit devoted to “Ideas Worth Spreading,” decided to host its first conference in India, the company knew it had to translate its well-known brand into one that both citizens of India and the international visitors to the conference would relate to. TED retained the design services of Albertson Design to take on the mission. The result? A 200+-page book that is functional but retains fun design elements that encourage attendees to keep it as a memento.

David Albertson of Albertson Design said he wanted to “leverage the existing TED brand, with an Indian twist.”

Why It Works

Thicker than most conference guides, TEDIndia's book features an open spine, making note taking easier; a cover that converts to a poster for added keepsake potential; and “secret” edge-trim messaging guaranteed to make owners of the book smile with delight.

The cover features slices of photographs and digitized photos of Indians. Since people like seeing images of others who look like them, TED succeeds in translating its brand locally in India. The book is filled with color photographs and bright images, guaranteeing the eye will never have a dull moment. And while many may not ...