for dummies

Positioning, Brand Platform, Core Creative Expression, Website and Book Redesign

The For Dummies company needed to become relevant to a growing, younger, digital target audience by communicating their new online offerings are not just primers, but can deliver deep dives into subjects that can help drive a person's success.

While working within their branding and design DNA, we decided to turn the name of the books on its head, calling this engine for success 'Dummy Power', with users proud and flaunting it.                

agency:  DiNoto/NY