branding; art direction; photo direction; web design

Rivet

We worked closely with the brand in creating a rich and strong visual experience that felt both authoritative and fashion forward, keeping it inline with the denim obsessed clientele, and yet still accessible to the business leaders of the industry.

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The Brief

Rivet online was the global media authority serving the international denim industry. Rivet in print was a different animal—a spiral bound, low-budget, duo-toned affair, that had little recognition. We were tasked with bringing the print version in alignment with its online parent, to be voice and visual presence at the international trade-shows, events and forums, C-Suite desks it was originally intended for. The one main issue was budget.

Research and Development

Our first step was to introduce a format change; moving Rivet to a larger spec size helped not only with the visual presence of the magazine, but also creating a more desirable product for advertisers (which saw significant gains post the relaunch). We also reduced the number of cover lines, giving the cover image more resonance, and introduced a seasonal orientated abbreviated header—which helped to establish the publication’s DNA: covering future trends within the denim industry.

The new logo design inspiration derived from the pattern blocks used in the design process—the sharp and curved lines giving it a playful but bold contemporary look. The color palette was created to complemented and heightened the dominant denim color that would appear throughout the magazine and online.

Due to a limited budget we decided on a more graphic approach to the features’ photography and layouts. Using a type driven style we were able to create scale and impact to the layouts. The photography being shot either on the street to give an authentic feel, or in the studio with minimal prop . usage to give a stark and clean look. All creating a playful balance of street chaos, studio minimalism, and dynamic typography.

Another area we knew could both save on budget, as well as make a strong visual impact, was the use of information graphics. Being a B2B title there was an abundance of data, which we put to good use with a series of engaging graphics, all created in house, using the strong color palette, and affordable stock imagery, to great effect.

This has far exceeded my expectations  and looks better than any trade publication I've seen!"

—ANGELA VELASQUEZ,
EDITOR-IN-CHIEF, RIVET

Deployment and Results

The magazine was released to multiple internal and external plaudits, and industry accolades. Advertising sales doubled with the first redesigned issue, and continued to grow. Which in turn pushed the publishing cadence from every six months, initially to follow the seasons, to quarterly for a wider distribution at trade-shows, events, and forums. And the photography and design both subsequently gained recognition at the Society of Publication Designers Annual Awards.

Rivet 50

After the success of the magazine launch, we were asked to create the branding and website for the inaugural Rivet 50 (an annual index of the most influential leaders in the denim industry). Launching in 2018, and after numerous years, its subsequently become the go-to-site to discover the who’s who in the denim world.

The design and photography were both recognized at the Society of Publication Designers annual awards.