Hired to redesign the iconic teen brand and reimagine it for a smarter and more savvy reader. The goal through photography and a clearer design was to infuse each page with an energetic and youthful spirit. The result was a fresh and unique view of the Seventeen brand. The front of book was formatted with icons and primary colors to clearly distinguish each section. The Life Guide section was set apart by it's scrapbook journal approach.
Responsible for front of book pages and features from design to production. Worked closely with Editors and photography editor for visual solutions. Art directed still photography and assigned illustrations for FOB and features. Oversaw all freelancers and designers, making sure deadlines and quality was met. Worked closely with Editor-in-Chief on cover design and all front of book pages. Stepped into the Design Director position when needed, editing and designing features.
Art Direction / Design
Hired as full-time freelance to design all front and back of book departments and special sections. Worked closely with Design Director, Editors and Production.
Design / Illustration
Various design projects, branding, web design, packaging, prototypes etc.
Mirabella's intelligent mix of style, culture and journalism was echoed in it's slogan "As smart as it looks". By directing all facets of creative my intention was to capture the core of the brand in the design and photography.
Launch of Redbook's Kidbook, a mini-magazine done as a vertical spin-off geared towards parents. Single handedly designed and art directed the issue from cover to features. Incorporating a clean format to echo Redbook's sensibility yet unique in its adaptation with a more kid-friendly estheticc.
After New Woman was acquired by Rodale Press I was engaged to develop a neoteric design for the magazine's relaunch. With an emphasis on beauty and health, the intent was to establish a more streamlined modern publication yet remaining approachable.
The photography reflected our goals and we kept the design simple and clean. We worked with David Berlow from the Font Bureau to design a cleaner logo to emphasis the new direction.
CONTRIBUTING ART DIRECTOR
Hired to be the Art Director overseeing all features and Cover design while Design Director was occupied doing a redesign of Magazine. Worked closely with Editor on cover selection and design and with art department on features. Was also involved in the initial development of the Redbook logo redesign.
Art direction / redesign
Lead a complete redesign with the Creative Director. The main focus was to engage the over 40 demographic with a more journalistic yet streamlined design with more layers to it. We brought in new photographers and restructured the font of book as well as a new back of book section solely on health and food. In our efforts to modernize the brand we focused on two fonts, a serif and san-serif for most headlines and a slab serif for callouts, giving the pages a more elegant and modern feel.
An on-going personal photographic project of places, people and events that feel quintessentially American to me.