A Look Into The Thinking Of Modernista!
October 31, 2007
Mediabistro writer Noah Davis recently interviewed Modernista!’s senior designer, Bruce Crocker, who worked on the redesign of Business Week magazine. Read the whole piece here. Make sure you scroll to the bottom to see Bruce’s tips on redesigning a magazine. Below, find our favorite excerpts.
Modernista is known primarily as an advertising agency. How did you end up working on the BusinessWeek redesign?
Modernista was approached by BusinessWeek for the magazine redesign as a result of the relationship we had developed with them during our design work on IN magazine, a quarterly supplement that focuses on business innovation which we helped name. We were awarded that project because of the depth of Modernista’s design and strategic capabilities. While Modernista may be known primarily as an advertising agency, we have always had a comprehensive design component in our work. In fact, our creative teams are built with triads of writers, art directors, and designers who work very closely with our strategic planners.
What’s next for you? Are you doing any more magazine redesigns in the future?
Modernista is constantly engaged in pursuing a number of diverse opportunities in areas that go beyond what is typically framed within an advertising agency. The recent U2 video that Gary Koepke directed is a great example how our curiosity has been realized. That’s exciting for us. So it could be just about anything that asks for a new point of view.
