FORTUNE GLOBAL 500
This time, we've been called by Creative Director Michael Lawton at Fortune Magazine, to join him in the production of the 'Global 500' 2015 issue cover.
Like every year, Fortune publishes their widely known ranking that highlights the most powerful corporations around the world.
The request was clear: first concept, then art/design. Therefore, we've given the freedom to put some thought on it, and the possibility of working on the creative direction before stepping in front of our computers.
Dealing with the fact that these corporations stand out in the highest level of 'standing out', we thought it'd be nice to illustrate the concept of something 'magnificent' among other things that are actually 'special'. We embraced the standing out from the outstanding concept and then started to play around trying to shape it.
The composition displays a one of a kind financial center, featuring some of the highest and most iconic skyscrapers in the world; In the heart of it, a golden and massive one stands out from the rest, the number 500.
After a few pre-delivery rounds, this was our first complete approach. The feedback was pretty positive, addressing just the fact that it looked a bit 'retro' and somehow 'unvivid'.
Based on previous feedback, we tried adding some lights, which brought some 'life' coming up from the hidden streets below, but the result had a look & feel the magazine do not identify with. The style would probably better match a WIRED-like magazine target audience.
Finally, after a few attempts, the team at Fortune decided to try the comp. in a lighter color scheme, adding layers of buildings in different color combinations. They also liked the idea of changing the purely gold structure for a gold-silver-bronze one, resembling podium prizes. This is the final design the editorial printed.
CLIENT: TIME INC.
CREATIVE DIRECTION: MICHAEL LAWTON & MOLISTUDIO
ART DIRECTION & DESIGN: MOLISTUDIO