New American Luxury
Ozzie Winner: Best Design, New Magazine, B-to-B
The philosophy behind the New American Luxury design is simple, says creative director Karin Bolliger: â€śIt should look, obviously, luxurious.â€ť
The design emphasizes modernity and cleanliness, favoring traditional black-and-white color schemes and uncomplicated fonts. For inspiration, Bolliger and her designer, Aaron G. Lewis, look to their favorite high-end consumer publications.
â€śWhat we try to get from the best consumer magazines is how they sell stories,â€ť she says, â€śhow they make a story reader friendly.â€ť
While the team works to put out a sophisticated-looking book fitting of their title, theyâ€™re constrained by the realities of working at a smaller-scale b-to-b publication. Modeling themselves after Icon or Worth isnâ€™t always feasible.
â€śWe try to draw on what theyâ€™re really good at in selling a story, though we canâ€™t always use that 100 percent,â€ť she says. â€śIn trade magazines, the content is so different and we donâ€™t have access to the same resources.â€ť
For the January/February/March 2012 â€śJet Setâ€ť issue submitted for the Ozzie award, Bolliger relied on the featured company for photos, including the runway shot of a private jet on the cover.
Bolliger and her team are overcoming the budget hurdles though. â€śWeâ€™re still playing around with it,â€ť she says. â€śWe have the possibility of showing a lot more.â€ť