I was hired in early 2013 by new owner Jay Penske to re-imagine the entertainment trade paper Variety as a weekly magazine. A strong, newsy type palette and heavily templated design system helped draw a clear line in the sand between the newsroom's authoritative, business-first focus and the competition's more elegant, lifestyle-focused content (for which I played a key role in creating back in 2010). A year later — and after 7 straight years of decline — print ad revenue was up 10%
Intel illustration by Ben Wiseman. Bloomberg photograph by Francois Dischinger.
Feature opener. Illustration by Ben Wiseman
The front-of-book section begins with a mix of news modules recapping the week's top deals and castings, anchored by a timely news item explained by chart or infographic.
Commercial Type's bold and energetic Duplicate Slab was carefully chosen to anchor Variety's news content, in contrast to the competition's more elegant and passive palette.
Jim Parkinson was hired to clean up the 100+ year-old logo while retaining its core personality. The scale, spacing, tilt, swashes and serifs of the individual letters were all refined to work and read better both individually, and as a whole.
Relativity's Ryan Kavanaugh as Willy Loman, above.
The section of box-office and television charts begins with a right-hand opener anchored by a data-rich chart or graphic.
Mayor Bloomberg, photographed by Francois Dischinger
Party pages section opener
Spotlight content is grouped by event or achievement, flagged by icons created by La Tigre.
Final Cut, the back-of-book section, opens with film or television reviews
A recap of the week's biggest stories posted to Variety.com
Glossary, set in the style of type foundry specimen sheet
Original design for news briefs at relaunch, The Paper was printed on an uncoated sheet using classic newspaper typography and referencing Variety's past daily editions layout.