Is there ever room for playfulness in a serious news magazine?
It would be very boring if everything was deadly serious. Politics and culture can be funny subjects and it’s important to allow some playfulness if you want to keep the audience’s attention. From the visual game with apostrophe on the cover to the loosely drawn icons/ illustrations in the culture section, we have worked hard to keep it engaging.
What’s the strategy as far as the cover is concerned?
A lot of the sales are in the kiosk, so a big, strong, distinctive logo is vital. Beyond that we have encouraged L’Express to use every possible technique to make the stories look interesting and relevant. It can be challenging with the kind of themes they work with, but the first four covers in the new format used classic portrait photography, typographic treatments, illustration and CGI/Photoshop to mix things up.
What’s the reaction been from the readership so far
Extremely positive. Most people seem to feel that we respected the heritage of the magazine while bringing it into the 21st century, which is exactly what we set out to achieve
Studio: Mark Porter Associates
Creative Directors: Mark Porter and Mark Leeds