Our brief was to design a new business magazine, which would set itself apart from the conservative business magazines in the market.

So we made a magazine which we would like to read – used local illustrators and photographers instead of stock illustration and photography. Made it creative and inviting, not stale and conservative — inspiring people to start their own business, showing them that being entrepreneur doesn’t need to be all about bookkeeping (while it’s good to know your cash-flow and taxes). During the first four magazines we continued to develop the guidelines for Art-Direction and design, as well as doing the design and art-working, commissioning photography and illustration.