Our editorial design experience came into play when we were appointed creative directors of The Observer, a leading Sunday newspaper in the UK, between 2003 and 2005. Alongside our day-to-day creative duties, we redesigned most of the newspaper’s sections including the Review, Sport, Travel and Business sections, and popular color supplements Observer Food Monthly and Observer Sports Monthly. We also designed a brand new magazine, Observer Music Monthly.
The monthly magazines took the newspaper into a new era, with design creating a distinct personality for each one—expressing specific themes and content, whilst being a recognisable member of The Observer family. It proved to be a very inte¬resting and ultimately rewarding design challenge. Driven by a new and dynamic spirit, the new look sections clearly belonged to the same identity and visual voice, with visual nuances distinguishing each section.
During our tenure as creative directors, we proposed a radical transformation of the newspaper’s format—changing from a traditional broadsheet to the ‘Berliner’ mid-sheet format adopted by its sister title, The Guardian. Although our proposal wasn’t implemented in its entirety, our contribution to The Observer’s evolution represented a significant leap in editorial design, driven by the spirit and personality of each sec¬tion or supplement.