One of my first assignments when I became Creative Director at Interweave was to tackle redesigns for 3 titles: Sew News, Creative Machine Embroidery, and Love of Knitting/Love of Crochet.
For Sew News and Creative Machine Embroidery, the goals were to leave the B2B look behind and creative a more image-rich design, with a lifestyle look and feel which capitalized on texture, great natural-look lighting, engaging easy to read cut lines, and logos that spoke to the history of the publication, the focus, and the readership. For Sew News, we wanted to emphasize the origins of the publication as a black and white newsprint publications, news-based, and bring a fashion-forward feel to make the magazine current and on-trend. For Creative Machine Embroidery we wanted to put the focus clearly on the action of embroidery, and juxtapose the organic and hand-drawn look of the font with the “machine” and computerized nature of the topic.
The goal for Love of Knitting and Love of Crochet was to create a clean, fresh, and approachable look.