Project brief: The goal is to design original, surprising covers each week that make people pick the magazine up and (hopefully) buy it. Especially those who aren’t traditionally business-magazine readers.

Approach: The covers come together quickly. We are weekly, so we try to make the solution current and dynamic, placing the idea at the heart of the concept. Hopefully the finished product has a sense of urgency.

Effectiveness: Ultimately we strive for something that looks a little removed from what people traditionally perceive an American business magazine to look like, something accessible to anyone passing a newsstand.

In a sea of sameness, no hold. Effective through disruption. Good use of photography to do that.