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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.


Credits: Collaborators included Time Inc. Editor-at-Large, Michael Grossman, and Sunset’s Editor-in-Chief, Katie Tamony, as well as the entire Sunset staff.