Wired Magazine

I left advertising for brief period of time because I had a chance to be part of the creative team that redesigned Wired, a jewel for Conde Nast that had lost some luster. While the audience for the magazine was as strong as ever, the publication had been neglected creatively and was in need of a complete overhaul. We started with the typeface—designed by starting with the dimensions of a pixel—and rebuilt the magazine from the ground up. Within six weeks of starting I researched and recommended switching to a paper stock that prevented visual bleed-through (ever so important for a tech magazine) and saved the company over $300,000 annually.