_advanced photoshop

A launch into the digital creative market

Web Designer before Web Designer before Web Designer before

Brief/ I had already launched Computer Arts, the first magazine aimed at digital creatives. It had performed well, selling mainly to a student audience but the challenge here was to corner a new market with a magazine that targetted professionals and focused exclusively on Adobe Photoshop.

How this was achieved/ In order to make the magazine relevant to professional creatives I decided that we should approach the title as if it were a forum for professionals to exchange ideas. As a result, cover features would revolve around interviews with professional creatives; we would get them to discuss how they achieved a very special effect in an image and step-by-step guides would help the readers achieve a similar effect themselves. In addition, the magazine set out to inspire readers with ideas for effects they could use in their own images. Photoshop offers many different options for achieving the same effect so we would also use time tests and pitch designers against each other to see how they approached similar problems. The result was a hugely interactive magazine that helped build a genuine community among professional designers. All this was achieved with only a very minimal budget. Professional creatives were so impressed with the magazine that images and interviews were usually free.

_{cover design} the approach for covers was simple. The main image was usually drawn from an interview feature with a leading designer. Supporting files enabling readers to load the image onto their own computers, would be supplied on the accompanying CDs. Covers use a spot UV varnish to create a raised strips that run across the centre image panel - it makes the cover more tactile. inviting readers to stroke it.