The Quarterly
Issue 12
Most corporate magazines are designed once and then fought with forever, because the first issue was composed rather than systematised. We would work the other way round: a grid and a set of templates first, an issue second.
This is the thinking behind the retainer, and why the second and subsequent issues cost less than the first.
- Format
- Corporate magazine
- Typical extent
- 32 pages
Decisions
Six templates, not thirty layouts
Opener, long feature, short feature, interview, data page, departments. Every page would be one of these six, which is why a later issue is quick.
Copy-length tolerance built in
Each template holds its shape at plus or minus twenty per cent of the target word count, because contributed copy never arrives at the length promised.
A masthead that survives shrinking
Tested at cover size and at the 200px it becomes in an email or a LinkedIn preview, since that is where most people first see it.
Other approach notes