B-to-b jewelry title takes a page from New York magazine.
Issue: May 2008
Editor-in-Chief: Hedda T. Schupak
Publishing Company: Reed Business
Creative Director: Todd Gast
Each May, jewelry and watch industry magazine JCK puts out one of its most important issues of the year‚ÄĒa gold-themed, pre-show issue to usher in the annual JCK Show Las Vegas‚ÄĒ‚Äúone of the largest jewelry shows in the world,‚ÄĚ according to creative director Todd Gast.
In creating this year‚Äôs cover, the magazine‚Äôs starting point was photography produced by IBGM, the jewelry and gemstone export council of Brazil. Gast pulled a contact sheet of digital images from the shoot and showed them to consultant JC Suares, with whom he had worked on the magazine‚Äôs redesign and cover concepts. Suares suggested he research photographer Bert Stern, who recently reprised his legendary Marilyn Monroe photoshoot ‚ÄúLast Sitting‚ÄĚ with actress Lindsay Lohan for New York magazine. Gast, who says he has ‚Äúbeen trying to bring more movement and freshness to JCK‚Äôs covers,‚ÄĚ was drawn to the rawness, freshness and movement in the frames of Monroe.
He decided that applying the contact sheet concept to this cover would help capture the model‚Äôs youthful spirit and exuberance, in ‚Äústark contrast to using a stagnant single image.‚ÄĚ But translating the concept into a cover that ‚Äúsings‚ÄĚ took work. ‚ÄúAlthough old school in this digital age, I pushed the contact sheet idea and used a thick black border on each strip,‚ÄĚ he says. ‚ÄúBy cropping each image to create a hierarchy, separating each frame with white space and giving different widths to each frame, I put a personal touch on the finished product.‚ÄĚ
It also took more work in production. ‚ÄúThere were a lot of images to color correct and it took some time for imaging specialist Frank Romano to complete 12 images within our deadline, keeping color and quality even throughout.‚ÄĚ
‚ÄúTo me the pictures say little about the actual content of the magazine and I‚Äôm unsure of the reasoning behind having all the photos. I don‚Äôt think all the small photos are making the impact that one great photo, or amazing typography, could. The colors are fresh (I‚Äôm a fan of grey instead of heavy black) and the layout is unique. However the layout is lacking the hierarchy that could really make it work.‚ÄĚ
Crystal Madrilejos | Art Director | Wise Group
‚ÄúThese are great photos of a gorgeous woman‚ÄĒbut one large photo of her would have made a much stronger cover and would have allowed the reader to see the gold jewelry she wears on her neck and ears. That visual is the key to making an instant connection to cover line, ‚ÄėTHE GOLD ISSUE.‚Äô Overall, the cover feels generic and could be improved by modernizing the title. I would be interested in seeing the JCK set apart in a colorful box or in a banner, with one strong image.‚ÄĚ
Gail Ghezzi | Art Director | OnEarth Magazine
‚ÄúI love the series of shots together. The simple gold color picked up from the blouse ties the logo in nicely. I also enjoy the headlines on top, very nicely woven together. This really feels consumer for a trade publication. Clean, simple and classy. Well done!‚ÄĚ
Steven Dixon | Group Art Director | Lebhar Friedman‚Äôs Retail Group
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