For now here’s a single page (that’s not photoshop – it’s old school location photography) and the rate card but it was an complete magazine. Too delicate for the market. More lessons learned but it was a bit of a vanguard. Cycling magazines could look more like Arena than Exchange and Mart – just a matter of time. Tricky thing is adding style without forgetting basic rules of layout, flow, and what the customer wants! Some magazines today get away with shonky (in a bad way) design because people don’t want to read the words or look at the pictures – they just want to be a part of the delulu dream. The Bike Mag was a little too decadent in that regard. The readers didn’t see white space, they saw wasted paper, but they wouldn’t see widows and crazy-wide body copy columns (or default hyphenation) etc etc. Yearn for kerning!