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: âIt should look, obviously, luxurious.â
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.
âWhat we try to get from the best consumer magazines is how they sell stories,â she says, âhow they make a story reader friendly.â
While the team works to put out a sophisticated-looking book fitting of their title, theyâre constrained by the realities of working at a smaller-scale b-to-b publication. Modeling themselves after Icon or Worth isnât always feasible.
âWe try to draw on what theyâre really good at in selling a story, though we canât always use that 100 percent,â she says. âIn trade magazines, the content is so different and we donât have access to the same resources.â
For the January/February/March 2012 âJet Setâ 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. âWeâre still playing around with it,â she says. âWe have the possibility of showing a lot more.â
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