As Associate Art Director for AmEx's Departures magazine, I had the unique opportunity of creating a magazine that is neither newsstand nor subscription-based. Part of the challenge was to maintain the interest of readers who received the publication involuntarily. This meant strategizing and executing new conceptual, visual, and structural storytelling formats for each issue.
In addition to designing monthly issues, I helped reposition the magazine for a younger audience. The AmEx Platinum card was experiencing heavy competition from Chase Sapphire and the brand wanted to leverage Departures to draw younger crowds. This process involved a full redesign: creating new page templates, researching and adopting new typefaces, hiring photographers and illustrators, and shifting the content strategy.