underthecovers CONCEPT 01 HIGH-TECH TREATS BY DANIELLE MOORE A fun, high-impact cover with eye-grabbing color illustrates associations' mobile app-etite. 4 MAY/JUNE 16 signature Over the last few years, apps in associations have evolved from small app-etizers on the mobile menu to a digital consumer's larger app-etite. But even though apps are popular and cool, an association publishing team must determine if a mobile app is right for their organization. How would an app shape the association's business strategy? Does the app fit in the budget? Does the association have the human resources to keep the content flowing into the app? Will an app satisfy your audience's taste for technology in the long run? And if you do decide to offer an app, what kind of app best serves member needs? In this issue's cover story, Signature readers learn that while mobile apps are engaging communication tools, they come in many different flavors - simply put, there are some choices to be made. The cover story helps association publishing teams understand what questions need to be answered. The team at Bates Creative delivered three conceptual designs to Signature editors to illustrate the flavors of mobile apps. Which concept won the taste test? CONCEPT 1: MONSTER APPETITE Do you ever have those days where the rumbling depths of your stomach are telling you to eat everything in sight? For this concept, the designer took a playful approach to the cover story with a monster appetite. This concept used illustrations of funny monsters that are hungry for mobile app content. Both teams enjoyed the playfulness of the hungry monsters, but felt the direction was too whimsical for the cover story. CONCEPT 2: FOOD TYPOGRAPHY This concept proposed sculpting a typeface out of key ingredients to symbolize what an association has to consider before creating a mobile app. Varieties