3,000-word conference article written and edited for OPEN, a branding and digital design agency in Tel Aviv.

3,000-word conference article

Writing & Editing

2018

About OPEN:

OPEN is an award-winning, full-service branding and digital design agency headquartered in Tel Aviv, Israel, boasting 100,000 social media followers and an impressive roster of prominent clientele including Quaker Oats, Tuborg, Kaltura, and El Al Airlines.

Following the creation of an award-winning brand identity for its client Mekudeshet, an annual Jerusalem arts and music festival, OPEN was invited to showcase its innovative work and design techniques at a branding conference in Paris.

OPEN hired me to write and edit a 3,000-word article to be published at above conference.

OPEN hired Lev to write a 3,000-word article showcasing OPEN and its award-winning branding for its client Mekudeshet. Photo from https://www.open.co.il. 

In-Person Meeting and Interview:

After receiving a tour of OPEN’s headquarters in Tel Aviv, I met with Saar Friedman, co-founder and creative director of OPEN. Saar and I delved into details of the envisioned article: we discussed the context of the article and the conference in which Saar would be presenting, OPEN’s goals for the article, OPEN’s branding techniques, and OPEN as a company in general.

Meeting with Saar allowed me to gain an understanding of OPEN’s vibe as a company, to inform my writing style, as well as to collect all of the information I needed to write OPEN’s envisioned article. This meeting served as the basis for the article’s outline.

OPEN’s Tel Aviv headquarters. Photo from https://www.open.co.il. 

Research and Outlining:

Before outlining the article itself, I needed to first conduct research on three separate companies: OPEN as a company, to understand its vibe even further, Mekudeshet, OPEN’s client, which was a focus in the article, and third, the conference which was going to publish this article, to better understand OPEN’s audience. This research would inform my writing style, and provide me with information so I could write a thorough and accurate piece that matched OPEN’s requests.

Part of my initial handwritten outline. Organizing a paper that had several goals required some critical thinking and creativity.

Writing:

In crafting OPEN’s article, my focus was threefold:

1. Showcasing OPEN’s award-winning work for Mekudeshet.

2. Showcasing OPEN’s innovative technique, “improv design.” In a field which usually relies on exactness and control, OPEN’s new technique introduces an element of improvisation to the design process, an impressive technique which turned many heads in the design world and garnered OPEN several awards.

3. Ensuring that the article served as an effective marketing tool for OPEN, relaying the company’s services and skill, to elevate OPEN’s reputation and reach new clientele.

I did all of this while ensuring that my writing style matched OPEN’s company vibe and following the publication’s formatting requirements.

Throughout my writing process, I made sure to ask OPEN for clarifications in order to ensure the greatest accuracy and effectiveness at achieving these goals. I also needed to take great care to make sure that I used branding terminology accurately.

Edit, Edit, Edit!

Several rounds of editing and feedback, including hand-edits, were necessary in order to develop and elevate the text. Working by hand allowed me to be more thorough and to catch more issues in the text, resulting in a higher quality piece. I performed many rounds of edits, as needed, until the text came together into an impactful and enjoyable piece.

Completion and Acceptance for Publication!

After many drafts, working together with OPEN, and several sleepless nights to pull this tight-deadline job together, I delivered a well-written, 3,000-word article that relayed OPEN’s award-winning branding, while also focusing on showcasing OPEN’s services, skill, style, and vision to a new audience.