A Note About the Client from Mark O’Dell
The Daily Reckoning has been Agora Financial’s flagship e-letter for over 14 years, and similar to my relationship with Agora Financial, it represents a significant portion of my experience and portfolio. While working on multiple branding initiatives and related product launches for the DR, and it’s spin-off publications, I have had the pleasure of working with not only Addison Wiggin, but Agora Inc.’s founder, Bill Bonner — who began the DR in 1999 and wrote for the letter daily until 2014. I have been in integral part of every DR brand update, every product launch, every movie or book, and every web development initiative since 2002.
I have chosen to display a very small part of the work that I have done for the DR, and like my work for the Agora Financial brand, I feel the relationships that I have formed with the writers, developers, designers and marketers are really the best examples of quality work I could display. Also, as with every active corporate brand, things are always evolving, and now through OGS, and along side the DR’s in-house team, I am continually consulting on brand and development initiates to usher the DR into the ever-changing marketplace.
Overall Branding Assets
The items displayed here represent but a step in the evolution of the DR brand. From yellows and greens to the reds and golds of years past, in 2013 OGS developed a new overall look of white and red on black — symbolizing ups and downs of the market, warnings, and the general dark edginess to the publication’s commentary.
From that small group of colors and typefaces OGS and Agora Financial were able to create all the assets required of a modern digital publication, including logos, mastheads, social icons, email templates and printed materials and banner advertising.
In 2014, DR writer and founder, Bill Bonner, officially stepped out of his role as the DR’s guru and public face, and Addison Wiggin was back writing his snarky financial and political commentary on a daily basis. The DR brand was in need a of slight update to reflect his personal involvement in the product. The solution was a straight forward addition of an image and name to the existing Daily Reckoning logo.
Responsive Website, Email Templates and New Banner Ad Format
In 2013 a OGS and AF designed a new, image-heavy e-mail and website design, a simplified, overall branding, and a new format for banner advertising. The logo’s type was created by cleaning up the uneven corners and descenders of the now widely-used Trajan Pro font, which enabled the name to be read more clearly at smaller sizes online.
The image-heavy website layout and infinite scroll content area has increased not only page views, but overall time on site, and has decreased bounce rate.
The cleaner, content-like banner ads and sign up placements on the Daily Reckoning website have increased conversions and sales, as has the new cleaner mobile-formatted email template design.
The site’s concept, user interface, design, build — and finally launch — was not only extremely complex and time consuming, but also incredibly smooth and efficient, thanks to the skills and professionalism of the web and marketing team at Agora Financial. Working on business requirements, design, user interface, backend custom code, and WordPress integration with the AF team was not only inspirational, educational and personally rewarding, but highly successful to boot.
DR Podcast Assets
OGS has been working with the DR team to produce a podcast version of the widely-read e-letter. Although the ever-forthcoming DR podcast has been “close” to officially launching on more than one occasion, the shifting pool of economic personalities capable of actually delivering the DR’s own brand of irreverent commentary, has unfortunately prevented the project from getting off the ground.
The items displayed here represent OGS’ role as producer, art director and audio technician — taking care of the production of interstitial advertisements, scripts, music and production of the audio intro, selection and acquisition of voice-over talent, recording engineer and post-production audio editor, and finally, publishing strategy and distribution on major podcast networks.
The audio intro: The script below was coupled with a Mark O’Dell original track, “Urethane Roller Baby” performed by Mixed Business, to create the snarky and upbeat feel this version of the show required.
Trial episodes: OGS and the DR team created 18 trial episodes with varying degrees of comedy and attitude in an effort find the correct balance between entertainment and credible commentary. Ultimately it was decided that the over-all comedic attitude of the 18 episode trial was too overpowering, and production stopped.
