Viewpoint School is a highly-regarded Los Angeles independent school, with students ranging from kindergarten through grade 12. The intended audience could be the parent of a 4-year-old or high school junior — or a potential donor. One of the main challenges of designing for Viewpoint — or for any client trying to reach a wide demographic — is the need to appeal to a broad audience without devolving into something merely generic. Over the past 10 years, Dog Ear has handled a diverse range of projects for Viewpoint School, such as annual reports, capital campaign appeals, and admissions packages.
A few years back, we gave Viewpoint Magazine a complete overhaul. Our goal was to create an elegant template with the flexibility to allow for custom layouts around a few featured stories, while still providing the structure to be sure each edition wouldn’t be a complete reinvention of the wheel. As time goes by, we’ll continue to add richness by creating a vocabulary of feature graphics, each with its own identity. At the same time we can always invent new designs for specific stories to keep everything fresh.
The medallions shown above are an illustration of our approach to detail in a publication like Viewpoint Magazine. We add detail in a way that individualizes a project and provides a bit of sparkle, but still serves a useful purpose. In this case, the me- dallions are section headers, as well as easy-to-see page numbers. They also give us something to design around on pages where they appear, and reinforce a color system that segments the magazine.