Signature May/June 2015 - 5

underthecovers

CONCEPT

02

FINAL DESIGN

of pasta, cereal, or other small
edibles would be used to craft the
typeface and add pops of color
to the cover design. The Bates
team found this idea appealed
to their senses, but felt that
it would be more impactful as a
design snack than a cover.

CONCEPT 3: CONTENT CREAMSICLE
Association Media & Publishing's Annual Meeting is closing in
shortly, and Bates wanted to wow
attendees with an eye-catching
cover design that attendees will
be given at the conference. With
this in mind, Bates presented the
Signature editorial team with a
cool Creamsicle Meets Mobile App cover
design concept that places Signature's
brand front and center.
"We're done some very impactful
covers the last couple of issues - especially the one on the Internet of Things
- and quite frankly, I was wondering
what we could do to keep the same level
of creativity going," says Carla Kalogeridis, publisher and editorial director of
Association Media & Publishing.
Kalogeridis says one thing that instantly drew her to the orange Creamsicle
concept was the vibrant color. "Although

offering an app makes the association look tech-savvy
and contemporary, the
truth is that the decision
whether or not to launch
an app is far from black
and white - just like this
cover's you-can't-ignoreme color choice."

ICE SCULPTURE
Carving the orange
CONCEPT
Creamsicle into the
image of a mobile phone
was fun but challenging.
One of the early ideas
was to have a few mobile
app icons in the Creamsicle as well, but when it
came down to execution, the Bates
team found that the apps created
more information than was necessary to convey the overall message.
However, when the first cover
design was sent to Kalogeridis,
she was a little concerned that the
phone metaphor was not obvious enough.
"In most cases, I want our cover to be a
relatively quick read," she says. "I wasn't
sure the Creamsicle phone design was immediately noticeable, so I sent it around
to a few trusted colleagues."

03

Interestingly, the design-oriented
people loved the first cover version. "I
thought the cover looked great," says
Stewart Moon of Moon Design, who
designs the editorial content inside Signature. "I loved the subtle indication of
the mobile phone in the Creamsicle."
But while everyone who saw the cover
came back with a positive response, the
main attraction to the design was the pop
of orange color instead of the nuances
that make the design so creative.
The Bates team tweaked the mobile
phone carving on the Creamsicle in Photoshop to have more prominence. After
staging and photographing the Creamsicle, the designer adjusted the proportions
of the icy treat to mirror the dimensions of
an iPhone 6. It was then that the designer
mastered the art of ice sculpting by adjusting shadows and highlights in Photoshop
to make the iPhone motif pop even more.
With a nod to its summer issue date, the
Creamsicle cover will whet everyone's appetite for more great content at the AM&P
Annual Meeting, June 27-29, 2016.
Was this winning cover concept your
first choice, too? Tweet your feedback
to @batescreates and @assnmediapub. n
Danielle Moore is the marketing assistant for
Bates Creative.
MAY/JUNE 16

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Table of Contents for the Digital Edition of Signature May/June 2015

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Signature May/June 2015 - No label
Signature May/June 2015 - Cover2
Signature May/June 2015 - 1
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Signature May/June 2015 - Cover3
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