Beer Advocate / Creating just the right look for BeerAdvocate magazine was a tightrope walk. They had an extremely successful online following and we didn't want to deviate too far from that look. But they were also ready to tackle a more mainstream market and needed to find a look that would be inviting to the broader market and advertisers. Having great content made our job easy and we were able to design their monthly magazine in a way that reflected their expertise while also being fun and non-threatening.