Hodinkee Magazine Redesign
Vol. 7 before the redesign, Vol. 8 after our redesign (right)
Our moodboard for the project, focusing on time warping, presence of mind, time as a system of order and moments in history and space.
Designer Kristie Bailey Hayes
Illustration Mike McQuade
Illustration Matt Blease
Photography Nelson Murray
Photography Ximena Morfin
Photography Tiffany Wade
Designer Kristie Bailey Hayes
Designer Kristie Bailey Hayes
Illustration Mariano Peccinetti
Designer Kristie Bailey Hayes
Illustrations Matthew Blease
Reinvigorating a beloved title from expected stoicism to an eclectic exploration of time and space.
My ride or die, Kristie Bailey Hayes and I were hired to do a full redesign of Hodinkee Magazine, a beloved print edition of the luxury watch blog, that had already had 7 issues. We were brought in to rethink the mystical number 8—our goal from the outset was to open the world of luxury watches to a wider audience than stuffy equity bankers, and bring in a younger, more diverse audience into the mix. Show how watches and watch collecting can be for everyone, and highlight the rich history in the space.
In my initial pitch for the project, I came up with the tagline “It’s About Time” which went on to be the sole cover line for the issue and marketing campaign for the redesign. Luckily, it was ALL about time, and there’s so much to play with there. We explored visual themes of time keeping as a system of order, using time as the page numbering system; the unreliability of memory mixed with time, in a photoshoot emulating locations from around the world but taking place in a Covid-friendly studio in New Jersey (shout out to Theo + Kiernan); how time can warp and shift depending on your perspective, shown through massive amounts of typographic warping, and so much more.
This project was definitely a career highlight, getting so much creative freedom and such a rich medium and subject to play with, together with your creative partner, felt like a once in a lifetime experience.
The redesign of Hodinkee Magazine, Vol. 8 won a Gold Medal for Redesign and Silver Medal for Entire Issue in SPD 57.
Work: full creative direction for the redesign, typographic systems, photo art direction, illustration commission, pitching stories, managing editors and problem solvers.
Art Directors Kristie Bailey Hayes + Chelsea Lee Kramp
Photo Director Andie Diemer