Redesigning an icon of the West.
Role: Creative Director
The challenge: Lead a redesign of this venerable Time Inc. title, maintaining the existing audience—and circulation of 1.4M—while broadening its appeal to a new, younger demographic.
We redrew the logo and established new grids, typography, and color palettes. We updated the look of the classic “how-to” illustrations that were hallmarks of Sunset’s do-it-yourself ethos. And we took a whole new approach to photography, highlighting the vibrancy and casual feel of life in the West.