EDITORIAL EMERGENCY
BUSINESS
Copywriting Agency
PROJECT
Branding, Art Direction, Website, Photography
Editorial Emergency approached me with a seemingly simple project—design a website for their writing services. But then it hit me—how do I visually convey a service that doesn’t elicit visuals (aside from the obvious ones like a pen, paper, quill, or typewriter)? I needed to take on this project differently....
THE WEBSITE
After my client—Julia Rubiner—filled out my intake questionnaire, I asked her to send me a list of likes. I found out she loves black—black nail polish, black leather jackets, black skinny-brim hats. She adores her black Doc Martens and collects 1” black-and-white punk-rock pins. A theme was emerging!
I came up with the idea of shooting a photo collage of her likes. For the homepage image, I designed and produced a collection of black-and-white pins with the logo, tagline, and some zany graphics. I taped them to Julia’s black motorcycle jacket and shot it up close. I also photographed a fun portrait of her biting down on a pencil, which suggested writing and “I don’t take myself too seriously.”
Voice
Nerdy
Rebellious
Energetic
AaBbCc
1234 #$!
AaBbCc
1234 #$!
Typography
Color
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Photography
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LOGO
Editorial Emergency’s tagline, “Word nerds for hire” inspired me to go with a geek-themed logo. The Clark Kent glasses were a given and adding a perfectly placed pen gave the logo Personality Plus.
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