USELESS
Window of Opportunity
OBJECTIVE Starshot had reached market saturation in the biking industry, peaking in 2003 with their work for the world-renowned Tour de France. To open new markets and enlarge the field of action, the design team decided to target the fashion irKLustry. The ide~a was to arrange joint ventures between sporting and fashion companiec, yielding a much higher bodget to create and produce something really exciting. While designing a catalog for the International Trade Fair for Sports Equipment and Fashion (ISPO) Starshot saw its window of opportunity and the first issue of Useless was born.
AUDIENCE The primary target for the publication is major sporting goods and fashion brands. More than 30,000 free copies of Useless are distributed twice a year, winter and summer. About 50 percent are distriLuted during the ISPO with the remaining issues mailed to select shops all over Germany, many now clients of Starshot. The publication is available in both German and English.
CONCEPT To capture the attention of both the fashion and sporting markets, Starshot knew they had to create something really different. It had to be exciting and certainly something that an enthusiast would want to hold onto. Throughout each issue, high-action photography is supported by captivating editorial interviews with top-notch athletes. The publication's show-stopping presentation boasts innovation: foil stamping, embossing, glitter-infused varnish, glow-in-the-dark ink, and metallic and fluorescent colors layered in highly creative ways. The overall format and eyecatching covers make Useless stand out from the typical sporting or fashion magazine, truly creating a buzz.
MESSAGE Dazzle the eye and stimulate the mind with engaging, behind-the-scene profiles of well-known athletes posed in high-fashion clothing.
RESPONSE There is nothing like Useless existing in Europe, and for Starshot the market was theirs for the taking. By the time Useless 01 came out, clients were knocking down their door to advertise in the next issue. To further increase profitability, Starshot designs many of the ads that grace their publication. It not only allows them to control the overall look but also gives them a foot in the doar for future work with an entirely new client base.
SLANTED
TYPE SAVY
OBJECTIVE After the success of their weblog, ww - .slanted.de, the most up-to-dat German-language website regarding typography, MAGMA decided to publish a print publication.
AUDIENCE The target audience was drawn from the readership of the weblog. For the inaugural issue zero, 600 copies were produced and handed out at Typo Berlin 2005. Future issues will be published twice a year with a circulation of 15,000 to 20,000.
CONCEPT By developing a magazine, MAGMA is able to showcase their custom fonts called Volcano Type in an engaging and content-driven way. Each issue of Slanted Magaz~n has a main area of focus. In addition, the publication presents intel views, i11ustrative Interpretations of a font namesake, photo essays, type analysis, and ~ student work. Content related to the weblog is inclnded as back matter and presente. in a different paper color and finish. :_ '~ MESSAGE Typography is not just a mere collection of shapes, curves, and inte ~ space. It is also about life and culture-typography is everywhere.
RESPONSE The first issue was presented at the international typography c _ Typo Berlin 2005 and had an immediate impact. Weeks after Typo Berlin, the firm had a 26 percent increase of traffic on their weblog. They also got people interested in~ contributing to the newly formed publication.
