I love working with clients who are smart. Duh. They know what they want, their business, audience, and how a design job happens. Cedars-Sinai is one of those for us. We’ve worked on several projects for them and each project continues to be challenging and rewarding intellectually and aesthetically. We recently completed the Cedars-Sinai magazine, Discoveries. Now I can boast about it, because I had only a part in its creation. Everyone in the office from Nathan, Monica, Chris, Terry, and Noreen worked to make a fantastic publication. Monica said it best when I asked her why she was happy with the final project, “This project was one of those wonderful examples of transcending the designer/client boundary and really working together as a team. We collaborated directly with Laura Grunberger at Cedars-Sinai and her staff; sharing ideas, refining concepts, and determining the vision for the magazine as a whole.” Monica clearly has a far better talent for articulation than I.
When someone asks me if print is dead, Discoveries is a great response. There is something about holding a physical artifact and spending time reading it, as opposed to looking at an article and reading a paragraph on screen. Colorgraphics printed almost 150,000 copies. And we used Mohawk 50/10, of course.
In the end, this project had a million moving parts, but the team worked together so flawlessly that it came together and looked effortless. That’s good design for me: work that looks easy not desperate. As I’ve said before, desperation is bad on a date, and in design.