Redesigning an icon

Client

Rolling Stone for Wenner Media

Brief

Head off the challenge to Rolling Stone from new insurgent titles on the newsstand.

Approach

Rolling Stone is one of the world’s truly great media brands, so any redesign was not to be taken lightly. New fonts and layouts were carefully tested – with particular attention paid to regular departments.

I hired a powerhouse art department of Kory Kennedy, Devin Pedzwater and Matthew Ball to help commission the hundreds of illustrations required for this legendary title, such as this great image of Norah Jones by Greg Clarke.

Working with photographers such as Albert Watson, Martin Schoeller, Ruven Afanador, Matthew Rolston and others, Rolling Stone maintained access to the world’s biggest stars. Cover shoots were commissioned of Beyoncé, Bruce Springsteen, Angelina Jolie, The Strokes and many more. Buzzfeed’s 15 favourite Rolling Stone covers during my tenure is here.

Outcomes

Sales and ad revenue increased. Twenty three merit awards and a silver medal for illustration were also won at the prestigious SPD Awards.

Kid Rock by Hanoch Piven
Springsteen, Elvis and Dylan by Roberto Parada
The Grateful Dead by Philippe Lardy
Beyoncé, by Ruven Afanador
Redesigning an icon
Jimi Hendrix, designed by Kory Kennedy and Andy Cowles
Redesigning an icon
Angelina Jolie photographed by Mathew Rolston
Redesigning an icon
Johnny Cash photographed by Mark Seliger
Redesigning an icon
Monsters of Rock photographed by Andrew McPherson
Redesigning an icon
American Icons illustration by Andy Cowles
Redesigning an icon
American Icons contents page
Redesigning an icon
The Olson Twins photographed by Mathew Rolston
Redesigning an icon
Eminem profiled by Kelefa Sanneh
Redesigning an icon
John Mayer photographed by David LaChapelle
Redesigning an icon
Angelina Jolie photographed by Mathew Rolston
Redesigning an icon
Britney Spears photographed by Mathew Rolston