Face Up: Banking Strategies
This month: Banking Strategies
Issue: March/April 2006
Frequency: Six times a year
Editor: Pat Allen
Art Director/Design: Pressley Jacobs: A Design Partnership
Photography: Dan Goldberg
Concept: When a creative director at Chicago-based publisher BAI gave a fellow engaged employee a wedding cake topper as a gag gift she never intended for it to become the cover art of Banking Strategies. But, when editor-in-chief Pat Allen and the design team at Pressley Jacobs sat down to brainstorm how to convey the March/April cover story, they wanted to hint at the findings of a customer research study suggesting that customers are no longer willing to ‚Äúcommit‚ÄĚ to their banks. And, the cake topper, which depicts a groom running from his bride-to-be, seemed the perfect fit. ‚ÄúIt was given as a joke, because it showed the groom running away from the bride, and the bride snagging him by the collar,‚ÄĚ says Allen, adding that banks are looking for a lasting commitment, whereas customers are not.
Production: Allen and staff designed the pinstripe wedding cake made by a local bakery and found the wedding cake topper in a party store. A model with a runaway bride was considered, but the team decided that the concept of someone with commitment issues is more commonly applied to a man. The topper‚Äôs base was retouched during post-production to make it look as if the figurines stand directly on the frosting.
Our design panel says: ‚ÄúNice colors, but really an ineffective piece of communication, because I have no idea what it is that ‚Äėpeople can‚Äôt commit‚Äô to‚Ä¶ I‚Äôm led to believe that the only way to have a successful banking strategy is to land a rich husband. And at all costs. Very Fifties‚Ä¶ I like the fact that the bowl of the ‚Äúg‚ÄĚ loops around the grooms neck like a noose‚Ä¶It is editorially unwise to put a commercial logo on the cover; this will make readers question the editorial integrity of this publication‚Ä¶The color palette is lovely and restrained‚Ä¶Plays into stereotypes nicely‚Ä¶‚ÄĚ
The Panel: Jandos Rothstein, Governing Magazine; Charles Brucaliere, Forbes; Jamie Stark, Stark Designs; Ina Saltz, Saltz Design; Bruce Ramsay, Newsweek; Criswell Lappin, Metropolis
Have a unique ‚Äúcover‚ÄĚ story? Contact Folio: Assistant Editor Linda Zebian at firstname.lastname@example.org.
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