Focus : Case Studies
For The New Yorker’s centennial, we drew inspiration from the magazine’s truest terroir: New York City. A place where ideas ferment in subway cars, cafés, and corner offices; where history and immediacy coexist in every block.
Just as The New Yorker has spent a century distilling the city’s cultural currents into lasting commentary, our work honors that legacy by layering design with the same depth, nuance, and rhythm that define both the magazine and the city it calls home.
The New Yorker magazine’s
100th Anniversary
We anchored the visual system with Eustace Tilley, the iconic mascot originally created by art editor Rea Irvin and reinterpreted by Christoph Niemann for the centennial.
We used Irvin’s original typeface—unchanged for nearly a century. Its hand-drawn irregularities lend warmth and character, echoing the magazine’s voice: thoughtful, human, and unconcerned with passing trends. The typeface has become a cornerstone of The New Yorker’s identity, proving that when a design element is this aligned with a brand’s values, it doesn’t need to be reinvented.
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. We looked to Tobias Frere-Jones’ font Community Gothic for a touch of grit.
Donation Optimization
We prioritized 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.
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.