Where’s the Beef?
The SNAP executive
director felt she’d seen
this one before. Next!
The Zen of Choosing
Tech? “I think not!” says
UNDER THE COVERS
A cost-effective tornado that everyone loves.
And as an added bonus, the Art Director felt it
was more contemporary than the pricey image.
Getting closer, but the Technology tornado
illustration was not dead concept wins! But
on. Keep looking! wait—the image blows
away our budget.
The Editor agrees.
Glad to have a clear direction at last, the Art
Director comes up with a “technology tornado” image, which everyone loves. Big problem, though: It’s too expensive for the SNAP
SNAP Executive Director and Editor
head off to Florida to speak at the Digital
Now conference, leaving the Art Director
all alone to figure things out.
DAY EIGHT: TECH
The Editor returns from Florida and calls
Art Director, anxious to find a “
replacement tornado that we can afford.”
Art Director (a bit testy): “We’ve got to
play off the strength of our stock photography searches. So we now have to dump
what we have found to find an econmic
tornado? It’s difficult to custom-fit stock to
a concept without a lot of Photoshop
Given the tight schedule, the Editor,
showing she’s got a little art director blood
in her veins, conducts an image search of
her own and sends her findings to the Art
Director. With vast creative talent and
Photoshop magic, the Art Director makes
his own “high-tech tornado” that blows
everyone away (cover 11 above).
SNAP loves the design, but the Editor,
realizing how many proofs it took to get
to this point, understands that some
stroking is in order.
“We did it! You’re
Art Director: “Thanks.
You are, too. Sometimes it
takes something that feels
like design boot-camp to
pull off a strong cover.”
Carla Kalogeridis is edito-
rial director of SNAP.
Ted Lopez is senior art
director at Washington, DC-
based Eason Associates, Inc.