Bespoke Magazine No.7: Assets Digital

Bespoke Magazine No.7: Assets Digital
For the 48th SPD Pub competition and gala, Co-chairs Courtney Murphy and Marshall McKinney sought to acknowledge the "bespokeness" that adds interest to our increasingly homogenous world, celebrating publishers both large and small that are creating customized publications with an emphasis on individuality.

Download your PUB 48 competition entry form here and get involved.

The next bespoke pubs you may may not be aware of: UCLA Anderson's Assets Digital





WHY THEY DO IT:
A year ago, UCLA Anderson, one of the top business schools in the country, made the unprecedented decision to scrap their old print magazine and launch a completely new and completely re-conceived iPad magazine. The print magazine was limited to the depth of their mailing list, and the iPad format allowed them to have a global reach. With the launch of "Assets Digital" a student in Shanghai interested in attending a top 20 American business school is now able to download the magazine for free and get a feel for the school, it's faculty and campus. And on the Adobe DPS platform the magazine delivers a fully interactive experience, with motion graphics, animation, audio files and links to relevant sites. They hired Charlie Hess of Chess Design and his team to create the new magazine.


WHAT YOU'LL FIND INSIDE:
Assets was envisioned as a stand-alone publication, with each issued themed (not dated.) The theme of the launch issue is Reinvention. In style and tone it's closer to Fast Company and Businessweek than it is to the conventional academic/institutional, alumni magazine. The voice and look is meant to be breezy, engaging, general interest and fun. The "cover" is a time-lapse sequence of the sun rising over the school set to the music of San Diego band Dirty Gold. The TOC is designed as an interactive poster. The masthead features behind-the-scenes Instagrams taken on shoots. The "cover girl" is noted chef Evan Kleiman, who's reinvented herself in dozens of interesting ways. Brian Stauffer and Heads of State both contributed animated illustrations. Dave Lauridsen shot a huge photo essay on the world's largest collection of vintage French race cars. And it wraps up with a profile of LA Lakers General Manager Mitch Kupchak.


WHERE YOU'LL FIND IT

Creative Director: Charlie Hess
Editorial Director: Sarah Rich
Executive Editor: Dianne Dillingham
Senior Designer: Lisa Lewis
App Developer: Joe Zeff Design
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