The Week approached Elmwood to help them recruit new readers in a way that felt on brand and in line with the magazine’s existing editorial design. The studio turned to the news magazine’s distinctive red masthead as a starting point, using that as a “powerful shorthand”, as well as a stage for witty copy and illustrations by Luis Mendo. The red rectangle plays a starring role in Mendo’s pen and ink drawings, becoming a mantlepiece, tabletop, pen, yoga mat, bed, and more.

The visual identity appears across print and digital environments, where it’s used for brand messaging as well as subscription offers to entice new readers – all reflecting the same tone of voice for which The Week is known.

“As well as bringing warmth and energy to its digital current affairs coverage, the assets created enable The Week to connect with readers on a more meaningful level, blending its measured news voice with moments of visual wit,” says Elmwood.

Credits:
Future plc: The Week
Category: Editorial
Entrant: Elmwood
Client: Future plc
Design Studio: Elmwood
Global Executive Creative Director: Andrew Lawrence
Head of Client Partnerships: Sheila Buchet
Account Manager: Nicole Segal
Senior Designer: Matt Churchill
Middleweight Designer: Mike Preston
Head of 2D and 3D Animation: Oli Minchin
Illustrator: Luis Mendo