Taking A Look at the Prevention Redesign

Taking A Look at the Prevention Redesign Rodale's Prevention is a digest-sized magazine with an outsize audience, an average of over 10 million readers per issue. Design Director Cass Spencer shares some of the background on his team's redesign of the health and lifestyle magazine aimed at women readers over 35:
Six months after the launch of the Prevention redesign, our creative team is excited to share some brief insights into our new look and the paths we took to get here.

Rebranding the over 60-year-old Rodale flagship was a task not to be taken lightly. Our readers have a passion for health and wellness. They are active and involved. We needed to create a feeling of community in the magazine that would be at once inspirational but obtainable, fun but also serious. Also, we needed to do this for an audience that is more media savvy, digitally interactive and discerning about how they obtain and process information than any generation of readers before.

Okay sounds good, right? But how do you do all this with in-depth health content, on a digest-size page, while maintaining authority and not looking like a text book?

Here are the highlights:

On the cover (ABOVE) we revamped the logo. Cleaner, rounder, clearer.

Then we started with the type. We looked for typefaces that had warmth with elements of humor and whimsy, but that were still able to be authoritative when covering more serious topics. We employed Hubert Jocham to tweak his Bent typeface to bring it in line with our requirements, and also to extend the family with a condensed form and all its weights. He also helped us re-cut Lubalin for our front-of-book section heads.

We built a clean, contemporary grid as a base to maximize our unique format, then added a layered hierarchy of informative elements--charts, callouts, info-graphics. These layers offered the reader not only more content entry points and more interactivity, but they did so without sacrificing word count on our digest-size pages.
Layouts are cleaner and more graphic. The overall color palette is bright and fresh but used sparingly; we occasionally use block color but always in lighter tones. We introduced photographers who brought the same graphic, clean and poppy feel, and to use their work with scale and boldness, challenging the trim size of our format.
And finally, we introduced our readers to themselves, showing more of the real people who make up our subscribers.

The Prevention creative team includes:

Creative Director: Peter Hemmel
Design Director: Cass Spencer
Deputy Art Director: Stephen Bamonte 
Junior Designer: Lauren Stine

Photo Director: Marybeth Dulany
Photo Editor: Rebecca Simpson Steele
Photo Assistant: Caroline Yi

Related Posts Plugin for WordPress, Blogger...

blog comments powered by Disqus