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As Tiffany Meyers observes in her overview of the 100 winners, one can’t peg 2009 as the year of any specific color or typographic convention. But the winning projects are reflective of today’s increasingly diverse design discipline. In fact, one has to wonder if there is any longer such a thing as a design discipline—in light of today’s fast-changing and even amorphous practice, the word discipline seems a little out of place.
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STEP Design 100 Annual 2007: Illustration (cont'd) |
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99 WINTERHOUSE STUDIO
“Enlightened” is how Winterhouse principal William Drenttel describes
his client the Poetry Foundation. “They understand the scope of the
project before them—‘helping poetry have vigorous presence in our culture’
—and they are capable and willing to invest in this goal.” Poetry magazine,
however, had become marginalized as a literary journal: gray, dark
and uninviting. “How boring,” recalls Drenttel. “Our goal was simply to
help energize Poetry to be a dynamic magazine on the newsstand. Why
couldn’t a poetry publication use adventuresome illustration?”
Adventuresome illustration, indeed. Calling on icons like Gary
Baseman and Maira Kalman, Winterhouse transformed each issue
of Poetry into a compelling, collectible piece of art. The editors
were enthusiastic about the progressive new format, even when
Kalman proposed a very unorthodox idea to accompany her illustration
for the magazine’s Humor Issue: Changing the name of
the publication to Peotry. “They embraced the idea,” says Drenttel.
“Even when it meant legally changing the name of the magazine
for a month to meet postal regulations.” by Alissa Walker
Winterhouse Studio | Art Directors: William Drenttel, Jessica Helfand | Designers: Geoff Halber, William Drenttel, Jessica Helfand | Illustrators: Maira Kalman, Joan Linder, Nathan Theis | Client: Poetry Foundation | Contact: www.winterhouse.com
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