The client wanted to publish a literary journal of new works of poetry and prose that did not look like existing literary journals on the market. The client also wanted the journal to look consistent as a series, like a collection of encyclopedias. This being the premiere issue, we took the name as inspiration and decided to give it the look of a 1950s insurance salesman, complete with plain brown suit. Following issues will have a similar design, each with its own color. The budget for this project was tight, so production was low tech. The printer offered to donate leftover paper from another job, however the only uncoated available was cream. Originally we had envisioned a soft white, but the shade of brown we chose ended up working well to enforce the worn aesthetic of the journal.