Focus : Case Studies
The New Yorker magazine
100th Anniversary Seal
Just as The New Yorker has cultivated a century of literary depth and New York City cultural insight, our work honors the magazine's commitment to ideas that ripen with time rather than chase fleeting trends. Like the city itself, both the publication and our design approach layer history with contemporary expression—rooted in tradition, responsive to change.
Through design that reflects the magazine's editorial rhythm—sometimes bold, sometimes contemplative—we celebrate a publication that has always understood when to speak and when to listen to the cultural currents of the city.
The mascot Eustace Tilley, originally created by art editor Rea Irvin and thoughtfully modernized by Christoph Niemann, became our anchor—a constant that allows the rich complexity of New York's arts and letters to flourish around it. Paired with Irvin's typeface, its playful irregularities echo the authentic character found in both handcrafted letterforms and the magazine's commitment to substantive storytelling over surface polish.
Focus : Case Studies
The Cold Spring Farmers’ Market Website
Challenges Identified
Limited Site Traffic
Analytics revealed that most visits occurred only on the evenings before market days, with users primarily checking the vendor list.
Lack of Donation Transactions
The existing site saw zero contributions, despite offering a PayPal donation option. An insecure site connection was identified as a potential deterrent for donors.
Weak Visual Identity
An absence of strong visual and typographic elements contributed to the site’s inability to attract donors, highlight vendors effectively, or reflect the market’s unique principles and values.
Redesign Goals and Approach
Enhanced Content Strategy
Field Office focused on creating engaging and informative content, including:
Vendor Highlights
Profiles showcasing individual vendors to build interest and trust.
“Mark Your Calendars”
A feature to promote upcoming events and key dates.
“Cook the Market” Recipes
Seasonal recipes encouraging visitors to engage with the market’s offerings.
Donation Optimization
The new design prioritizes Friends and Sponsors Donation Pages, switching to a more user-friendly and secure Stripe payment platform.
The integration of custom illustrations adds a welcoming and approachable tone, aligning with the market’s community-driven ethos.
Professional Vendor Representation
The redesign underscores a “We look good, they look good” philosophy, aiming to present vendors professionally while attracting new participants.
A visually appealing and cohesive design reinforces the market’s principles, encouraging donors to align with its mission.