Soloflight Wins 2011 SEED awards

Seed AwardsSoloflight was honored with two SEED awards presented by the AIGA Atlanta at the new Museum of Design Atlanta on June 15. Soloflight project winners were The BeltLine: Its Journey and Murphy’s Popcorn Brand.

The BeltLine: Its Journey won a Gold SEED Award in the interactive category. Gold SEED winners are offered the option of entry into a national competition, 365: AIGA Annual Design Competition. Murphy’s Popcorn Brand took home an Excellence SEED Award in the print category.

AIGA Atlanta founded the SEED Awards in 2005 to recognize and promote design excellence within the Southeast region. The biennial competition represents the best work across all disciplines of communication design and strategy selected by a panel of national design leaders.

AIGA (American Institute of Graphic Arts) Atlanta Chapter was founded in 1988. The eighth largest chapter in the U.S., AIGA Atlanta is a professional association of more than 600 members.


Converting Print Publications to a Digital Realm. Where to Begin?

When considering migrating a print publication into the digital realm there are a few basic things to consider.

1. The intent of the digital publication.
2. Your audience and how they are currently interacting with the print piece along with how that will change when moving to a digital version.
3. The format you will use: Flash, Blog- and Website-based, Flip book, or a Hybrid approach.
The Intent.
Some print publications can transition into digital formats very successfully, offering viewers more benefits such as: a larger source of visual elements through photo galleries, more timely updates through social media such as twitter and RSS feeds, opportunities to provide feedback, and opportunities to engage with the community of readers through blogs and share-based avenues.
Your Audience.
Switching a publication to a digital format should not always be about reducing your costs, you need to consider what is right for your audience. It can be more difficult to attract and retain readers in the digital rather than the print medium, so you may want to consider either doing both print and digital, or consider slowly phasing out the print version. Whichever path you decide to take, you need to consider that all audiences interact with digital media in a very different way than print, so you will need to evaluate such elements as: typography, images, article length and content flow (navigation).
  • Typography: Traditional digital unlike print has more limitations with regards to size and font style, however if you have a highly designed publication you may want to consider producing it in flash as this will give you the most creative freedom out of all the digital mediums.
  • Imagery: Unlike typography, digital mediums offer more flexibility and freedom when it comes to images. It opens up opportuities to create large galleries or use more engaging background photography. Video can also be used to bring your site to life.
  • Article Length: People often read more quickly online versus print, so realize that a viewer is more likely to become bored faster. To combat this, we suggest using shorter paragraphs and breaking up longer articles into multiple pages. You can even offer a condensed version online with the opportunity to download a longer version in PDF format.
  • Content Flow (navigation): The No. 1 rule related to navigation is that it should be easy to find whatever you are looking for within the content of an online publication. Across the design, the navigation should be consistent, concise and helpful. We suggest engaging the reader with snippets of content to encourage them to flow through the site.
The Format:
There are generally four interactive formats that can be used for online publication each having their own pros and cons.
  • Flash-based: This is a great format for image and interactive heavy publications. This format can be more customized with graphics and typography compared to traditional web-based media. It offers extensive engagement through the use of animation, video and games. Social media can easily be used and re-distribution is very useful. A flash based publication can be portable by creating an application that allows a view to interact with the site without being connected to the internet. The main disadvantages of  using Flash are the limited use it has on smart phones (smart phones don’t support Flash) and search engine optimization will be more difficult. It is however a terrific solution for non-consumer based publication and ones that are created for a limited distribution.
  • Blog- and Website- based: This is a good solution for a publication that will be discarding the print version. Distribution is simple, and if a content management system is set-up then updating the content will also be easy. Unlike Flash if you want a highly visual publication then this may not be the right solution, or at least more consideration has to occur in the initial design. One major drawback to this option is the security, because of the ease that a viewer has to use the cut-and-paste functions, your copyrighted content can easily be stolen.
  • Flip Book: One of our least favorite options because it is the least interactive. Visually, it is no different than a print piece.The file size can be excessive, and on smaller monitors it is difficult to read.
  • Hybrid: This format is the combination of any or all three approaches above and also the one that we at Soloflight suggest to all our clients because: it gives the reader the best of both worlds and uses all the content generated for a traditional publication to its fullest potential while offering more substance to engage and build reader loyalty.

See below a sample of a Hybrid publication that we just created for AutoTrader.com or go to www.atcaboveandbeyond.com




A publication doesn’t need paper to be a publication.

When clients have limited distribution budgets, sometimes the best way to deliver the content is via the web. For those who prefer printed publications over interactive publications, we suggest including a downloadable pdf version. However, Soloflight’s  philosophy is that design for interactive and design for print should be parallel but not mirror each other. A designer should respect the differences between the two media and how audiences interact with each.

A perfect example is The BeltLine…Its Journey produced for the BeltLine Partnership.

The prospect of a larger audience and greater longevity pleased the Beltline, and we were able to implement design aspects that would have been impossible to print. Focusing on issues like usability, content sharing through social bookmarking sites and repurposing on social media sites a rubost site was created. Awareness and support for the BeltLine project has increased dramatically since the site’s launch. Check it out »

Story Telling Interactive Publication

Story Telling Interactive Publication

Traditional Supporting Print Piece

Traditional Supporting Print Piece


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