Martha Stewart and Editor-In-Chief, Elizabeth Graves, both desired a redesign that reinvigorates a sense of femininity to the legendary publication. We collaborated with Claudia De Almeida and Margaret Swart, formerly of o Banquino, to launch a fresh redesign which encapsulated beautiful imagery, modern typography and inspirational ideas. The redesign broke through the mainstream noise, giving readers a unique experience with a strong sense of the brands core DNA.
The first overhaul was our set of working fonts. Claudia and Margaret presented a work-in-progress typeface by Tal Lemming of Type Supply. We immediately feel in love with the warm, delicate personality and commissioned Tal to complete a full set of the family. The typeface consists of beautiful, hard-working, classic serifs, industrial stencils and perfectly orchestrated swashes.
After much experimentation, a flexible 12 column grid was created to allow for optimal variability in layout structure and compositions. White space, negative channels, larger typography and imagery, all helped to define our new look.
Covers must stand the test of time, therefore imagery became energetic, graphic and iconic. Unique color palettes, clear typography and clear directional cover lines all helped to achieve a strong newsstand presence.
The front of book received a facelift. After exploring early issues of Living and breaking down our brand core DNA, we reintroduced classic design elements and paired them with an overall softer palette.
Per Martha's request overall photographs increased in size and took up more real-estate on pages. We eliminated all colored type, sticking adhering to a graphic modern black.
Feature designs focused on large, inspirational image paired with pretty type and use of color allowing our readers to be more enganged and inspired from cover to cover.
Editor-In-Chief: Elizabeth Graves; Design Consultants: Claudia de Almeida & Margaret Swart, Art Director: Katie Field; Associate Art Director: Laura Lutz; Assistant Art Director: Ellen MacDermott; Director of Photography: Dawn Sinkowski.