MidwestHeart
art direction for Midwest Heart Specials Publication
art direction for Midwest Heart Specials Publication
In 2007, Lisa Smith Youngdahl Graphic Design was hired to change MidwestHeart from a newsletter format to a glossy magazine layout. I designed a grid layout for the interior pages, and used 12 pt Caslon as the font for it's legibility to an older readership. Each month the practice would feature a cover story that would educate it's audience about the preventative services offer. The editor gave me a great deal of freedom in creating images that were visually interesting and informative, presenting information in a clear, accessible and compelling way. The magazine redesign generated a healthy response in the services offered by the practice.
Here are some of the covers and article layouts I created for MidwestHeart from 2007 to 2010.
Here are some of the covers and article layouts I created for MidwestHeart from 2007 to 2010.
Winter 2007
The inaugural issue that moved MidwestHeart from a 2 color newsletter to a 4 color magazine. I found the stock images of the muscular man, the blood pressure cuff, and the gauge, and combined them into a single image and colorized the composite image bronze.
The inaugural issue that moved MidwestHeart from a 2 color newsletter to a 4 color magazine. I found the stock images of the muscular man, the blood pressure cuff, and the gauge, and combined them into a single image and colorized the composite image bronze.
Winter 2008
The cover story was a controversial article against universal health care. My idea was to show the image of the medical profession, the caduceus, being held by chains - symbolizing the limitsthe medical practice would face if universal healthcare came to the US.I used red and the angled, heavy, sans-serif font to suggest the Russian constructivist art movement, and reinforce the socialism theme.
The cover story was a controversial article against universal health care. My idea was to show the image of the medical profession, the caduceus, being held by chains - symbolizing the limitsthe medical practice would face if universal healthcare came to the US.I used red and the angled, heavy, sans-serif font to suggest the Russian constructivist art movement, and reinforce the socialism theme.
Spring 2008
The editor liked my concept for illustrating preventative services so well that we expanded the cover into the consecutive two page spread. This issue received a Pinnacle Print Award from the Printing Industry of Illinois / Indiana Association in 2008.
The editor liked my concept for illustrating preventative services so well that we expanded the cover into the consecutive two page spread. This issue received a Pinnacle Print Award from the Printing Industry of Illinois / Indiana Association in 2008.
Winter 2009
I created this dramatic imagery to convey the impact of a stroke. A spot color of metallic silver was added to the process color printing,with a high gloss coating.
I created this dramatic imagery to convey the impact of a stroke. A spot color of metallic silver was added to the process color printing,with a high gloss coating.
Winter 2010 featured an article on Electrophysiology and the sixcardiac electrophysiologists at Midwest Heart Specialists. For the cover I created an illustration that joined the concepts of electricaland the human heart in a dramatic way without being overly detailed or grisly.
Winter 2010 feature article.
For the heading, I used the typography I developed for thecover, which had a connecting line running through it to symbolize electrical power, as well as a glow around the letters. I also illustrated the heart diagram.
The 1:2 column ratio was used throughout the magazine. The single column was usually used as white space, or for sidebar information. Another page from the same issue is shown below.
For the heading, I used the typography I developed for thecover, which had a connecting line running through it to symbolize electrical power, as well as a glow around the letters. I also illustrated the heart diagram.
The 1:2 column ratio was used throughout the magazine. The single column was usually used as white space, or for sidebar information. Another page from the same issue is shown below.
