MANDARIN QUARTERLY HOUSE ADS

During my last couple months there, I was really trying to do a rebranding project, starting with the house ads. Mandarin Quarterly, though somewhat well-known within the Chinese-American community in Chicago, I thought it really needed to be revamped. In the house ads I really wanted to focus beautiful photography that were easily recognizable for in-town residents as well as out-of-towner's, maybe if they didn't recognize it, it would compel them to do so. The key here would be simple, easy to read, and clear as to what the magazine entails. For all three cities, I really tried to embrace the square/rectangle idea because I think it helps focus the audience to the words, and it grounds all content beautifully, simultaneously, giving the house ad a clean, professional look.