Salon City Masthead
After working on a new masthead for months, Salon City magazine finally picked one. I may have done more comps for this project than any project I’ve ever worked on. I may eventually do a Case Study but I wanted to show the final now.
Steve Casciola, Publisher & Editor-in-Chief of Salon City magazine, wants to take the magazine from a beauty magazine to an international lifestyle magazine. The projected demographics are wide. Steven wants to attract readers of L.A. Confidential and well as readers of Nylon magazine. The challenge with the masthead was bridging the gap between the age groups. My solution of a classic Art Deco face was the standout for all ages in the focus groups.
The face was created by mixing and tweaking a few deco fonts to create something unique for the client. It was important that the weight was heavy enough so that Salon City could compete on the newstands. As Casciola would say, it has to be seen “from 20 feet away”.
This job was a situation where I worked completely virtually. I have yet to meet Steve or anyone on his staff. We communicated via phone and email. But things worked out well. I even ended up writing their tagline, “Where Passion Lives.”
