For over 13 years, the publication has been engaging its audience of more than 45,000 readers through 427 distribution points. PW had changed little over the years and was lacking a modern design approach and any real visual interest. I took on the job of Creative Director and soon after overhauled and rebranded the entire look.
The presentation was moved from a generic newspaper-type layout to a more dynamic appearance based on magazines and web content. Image blocks hovering over text were discarded for a bolder look that placed the copy inside of full-page photography. Being a mainly black and white production, the contrast between these two primary colors was heightened to bring a stronger presence that would appeal to PW's target.