Creativity magazine, a monthly publication from Crain Communications, brings together information and visuals of the most relevant work in advertising and design from around the world. With their May 2008 issue the publication underwent a physical transformation, taking it from an oversized 11 × 14.5 inches to a smaller, but still commanding, 10 × 12 inches and shedding its saddle-stitching in favor of perfect binding. UnderConsideration was in charge of segueing the magazine into the new format, maintaining the basic grid structure — that Armin had previously implemented with Michael Bierut at Pentagram when they redesigned the magazine in 2006 — while modifying the typographic and visual language to reflect a more sophisticated look.

Old (bottom) and new (top) issues of Creativity.

The redesign maintains the eclectic typographic combination of Matthew Carter’s Bell Centennial, Robert Slimbach’s Minion, and a customized version of John Scheppler’s Orator, but has shifted the balance to feature bigger and bolder headlines in Minion and using the other two typefaces for details and emphasis. We also introduced a new format to present the detailed credits that each project requires, while allowing the visuals to appear bigger, and even meaner.

The inaugurual May 2008 issue was developed in-house by Editor Teressa Iezzi and Art Director Jeanine Dunn, based on our prototype. Photographic details below and flat spreads underneath.