Role: Art Director, Graphic Designer
Worked With: Karin Bolliger (Creative Director), Christopher James Palafox (Managing Editor), Sheila Barabad (Senior Photo Editor)
Project Scope: Logo Design, Branding, Grid Systems, Layout
Deliverables: Brand System, Comprehensive Brand & Style Guidelines, Print Magazine(s), Website
After six years of evolving Advantage, I pushed for leadership to allow me and my team the opportunity to refresh the brand as well as the editorial content structure.
I drove the full design and editorial overhaul, with the support of the managing editor. We started with evaluating the current state of the brand and what my team wanted it to become. After creating personas, we crafted a brand statement and keywords for the future of Advantage. This content served as our home-base throughout the redesign process. Our audience is Canadian executives, and we've noticed over the years that Canadian executives have a sort of "playful professional" essence about them. We used this concept to develop a dynamic, bright, playful, yet professional brand.
While redesigning the logotype, I considered a full-departure from the heritage logotype, but nothing too different felt quite right. I chose a refined yet playful slab serif—Bree Serif—to be the face of the new Advantage. The most noticeable changes in the logotype are making the word "Advantage" sentence-case—where it was previously in lowercase, enclosing the word within a ruled rectangle, creating an alternate underlined version, and in treatment on the cover, scaling it down to be slightly wider than one-third of the width of the cover.
The colors are associated with specific sections, and pair exceptionally well with the meaning of each of the sections—which are highlighted and defined at the beginning of each section with a bright flood of color.
As a part of the redesign, I evaluated page size and paper type. I chose a slightly more narrow page size, and a heavier, matte paper type in order to bulk up the book and make it feel more like a book, less like a magazine.